Word: justerini
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DURING her childhood in Wisconsin, recalls Patricia Delaney, wine was a holiday treat, sticky-sweet muscatel reserved for family gatherings at Christmas. Her appreciation of what Ben Jonson called the milk of Venus broadened a bit during her travels as a TIME correspondent: in London the cellar of Justerini & Brooks was downstairs from her office. While reporting for this week's cover story on American wines, Delaney became a connoisseur of magnum-size skills...
...Justerini & Brooks has sold Scotch whisky to the Americans so vigorously that its J. & B. is now one of the fastest-moving brands on the U.S. market-up from 70,000 cases in 1954 to an expected 700,000 this year. Largely as a result of this successful invasion of the U.S., Justerini & Brooks's 1960 pre-tax profit topped $1,000,000, and its stock has jumped in the past seven years from 70? to $399 on the London Exchange...
...behind Justerini & Brooks's U.S. venture was Managing Director Edward Tatham, who abbreviated the name of the whisky to J. & B. on finding that Justerini & Brooks was too much of a mouthful for U.S. bartenders and elbow benders. Tatham, now 63, has passed active management to Co-Managing Director Ralph Cobbold, 55, a brush-mustached, ex-Coldstream Guards officer who was captain of cricket at Eton and won his blue at Cambridge. Though a four-way fight for first place in the U.S. Scotch market is shaping up. Cobbold is certain that there is one tactic he will...
Lush Market. With its U.S. Scotch profits, Justerini & Brooks can afford to treat its British wine customers in Bond Street fashion. At its Georgian-style shop, a customer is greeted with a glass of dry sherry and made to feel, as one well-aged J. & B. executive puts it, that "we have all the time in the world and want to spend it only with him. If a customer wishes, we will gladly spend an hour discussing the relative merits of Romanée-Conti and the first growth of Bordeaux...
...Justerini & Brooks is trying to step up sales of its Scotch at home. Paradoxically, J. & B. is known in only a few London bars and hotels. But the biggest target remains the drinking American, wherever lie may be. Hoping to tap the U.S. tourist market, J. & B. last week was lining up distributors from Athens to Amsterdam. "We are aiming,'' declared a director, "at a chain so great that no matter where an American goes in Europe, he will never be without...