106
Beverage Media
November 2012
LAST
CALL
The Year
was 1961...
BY W. R. TISH
Gift-giving, the retail industry’s
festive focus during the holiday
season, was as vital to the wine and
spirits industry in 1961 as it is today.
“
America’s Most Welcome Gifts” was
a booklet
Beverage Media
provided
for merchants to give to customers
for specific inspiration…
The introduction read: “We have
stocked the finest brands for truly
distinctive giving, and to serve your
entertaining needs. Liquors and wines
are always the appropriate gift. They
are the easiest of all gifts to give and
buy…always the most appreciated.
This year, the decanters, gift wrapped
packagings and specialty contain-
ers are more beautiful than ever. We
have these world-renowned products
in every price range…for virtually
everyone on your gift list.”
Inside, shoppers found many liter-
al gift boxes (branding was in, but ’61
was still the Pre-Paraphernalia Era)
featuring spirits that generally ranged
from $4-$8 per fifth. There was also
a gift-giving checklist (among those
not to forget: car pool members
and the milkman); recipes for bar
snacks (chicken liver pâté, any-
one?), hors d’oeuvres (salmon pops
and salami cornucopias); and main
course dishes (ham steak with cherry
cordial glaze!). And, to maximize
holiday party conviviality: plenty of
cocktail recipes and pithy toasts in
20
languages (“Egeszsegere!” for your
Hungarian guests).
Based on the small sampling
here, we trust it’s safe to say that the
special Value Added Packs available
for resale today—as showcased in
this month’s cover story—are looking
mighty fine.
■
Y E A R S
