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TIME: Almanac 1990
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1990 Time Magazine Compact Almanac, The (1991)(Time).iso
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time
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042489
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04248900.009
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1990-09-17
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BUSINESS, Page 54Business NotesLIQUOR ADVERTISINGA Matter of Tastelessness
For vodka sippers who like to think they can discern the
differences among brands, the ad slogan for Smirnoff might be an
attractive come-on: "So superior you can taste it." But the $10
million campaign has not gone down so smoothly with the Bureau of
Alcohol, Tobacco and Firearms. Last week the agency said the slogan
does not conform to rules that prohibit distillers from claiming
special qualities for spirits they sell as vodka. The agency
defines vodka as "without distinctive character, aroma, taste or
color."
Heublein, which manufactures Smirnoff in Connecticut, hopes to
persuade the Government that its slogan is within the law. The
Smirnoff brand remains the best-selling vodka in the U.S. market,
but it faces growing competition from such trendy brands as
Sweden's Absolut and the Soviet Union's Stolichnaya.