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Alcoholic Beverage EXECUTIVES' NEWSLETTER No. 1327 - August 27*1965 -2- He joined Schenley in 1947 and climbed the ladder by working in and learning all facets of the business. He has worked in budgeting, auditing, advertising, sales promotion, sales, overall marketing, even production. Parts of his apprenticeship were served in Frankfort,Kentucky, Puerto Rico, Valleyfield, Quebec and N.Y. City. His associates credit his ability for his phenomenal rise. He credits luck. From what we have gleaned, Mr. Goldberg made his own "luck" via working very hard. His work- day usually begins at 7:30 and rarely ends before 7p.m. He doesn't sit and wait for ideas to fall in his lap. He, himself, is an innovator - and a man who has no patience with negative thinking. This lack of negative thinking has also permeated throughout the organization. Hence, our "poem" above. Certainly, if there had been a negative soul among the Schenley team, a project of the scope of Schenley's 1965 Merchandising Mart could not have been put together in such a short period. This is certainly a great credit to Mr. Goldberg's ability *********.*********** In Las Vegas Mr. Goldberg cited some very interesting figures:- that the population of the U. S. in 1975 will be 225,123,000 - 32 million more than today and 36% more than 10 years ago. In 1955 74.6 million cases of distilled spirits were sold. It is estimated that by 1975 150 million cases will be sold or an increase of 101% over '55. There will be approximately 25,000 more on-premise licensees; 13,000 more off- premise and 8,000 more combination. Retail sales now are up 40% more than they were 10 years ago and 5 years from now they will be up 88%. While the average person has 53 hours of leisure a week today, in 197 5 they will have 71 hours. People will be making more money - and will have more time to spend it. The potential is there today. Mr. Goldberg also said that penny-pinching is going out of style - 3 out of every 4 people today spend a little extra to get higher quality. ********************** SIDELIGHTS ON THE SCHENLEY MEETING and LAS VEGAS in general:-Schenley's coop- eration with the press is A NUMBER ONE. Carm Tintle, head of trade relations, is another 7 to 7 man and really has his finger on the pulse of the company. From his years of P. R. experience he has a great understanding of the needs and desires of the press. Dick Wright, V. P. of Carl Byoir & Associates, in charge of the Schenley account, is the most modest of any P. R. person we have ever met. So, we hope he will forgive us for saying that he has the keenest weather-eye and the most truly pro- fessional approach to public relations in the industry. "Count" Jim Parlatore of Byoir also works on the Schenley account. He has had many years of newspaper experience which enables him to put himself in the shoes of the press and treat them accordingly. Schenley executives were on KSHO-TV Las Vegas - The Louise Black Show - four different days. A most gracious hostess, and with a real knack for making people feel at ease on the show and yet drawing them out, she showed and commented on many of the Schenley packages. We feel the appearance of these executives on the show was not only of benefit to Schenley, but to the entire industry. It gave