LAST
CALL
The Year
was...1953
BY W. R. TISH
Sixty years ago,
Beverage Media
was
talking about a few of the same things
we are today...
Father’s Day, for one. We noted that,
next to Christmas, Father’s Day repre-
sented the biggest gift-giving opportu-
nity of the year.
Competition was keen, but it came
from Main Street, not the Internet.
We wrote: “You handle the perfect
gift,
but it’s up to you to sell it.
Up
and down the block, merchants
are promoting cigars, neckties,
hats, shirts, golf balls, shaving
equipment—a dozen and one at-
tractions for giving on this day.”
But some things never change:
Display counts most
, and it pays
off when you tie it in with the ac-
tive, over-the-counter suggestion
of your liquors and wines to your
customers as the distinctive gift
sure to be welcome.”
Our June 1953 cover fea-
tured beer, and the issue included
a recap of the WSWA Convention which
had just taken place in Miami Beach.
One of that year’s key panels focused
on the ever-vital supplier-wholesaler re-
lationship. Philip J. Kelly, managing di-
rector of Chivas Brothers Import Corp.,
urged distributors to be selective: “If
you let your suppliers know they can’t
get away with half-baked plans, you will
get simple plans, easier to execute,” he
told the crowd of 1,200.
Not surprisingly, the wholesaler-
retailer relationship was examined as
well. James J. Coleman, regional sales
manager of Brown-Forman Distillers
Corp., declared that the wholesaler
must “promote or perish.” He cited
“the obligation of salesmen to become
merchandizing counselors and display
engineers to show retailers how to
increase their business.”
100
BEVERAGE MEDIA
June 2013
1...,90,91,92,93,94,95,96,97,98,99 101,102,103,104,105,106,107,108,109,...110