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BEVERAGE MEDIA 75Th Anniversary Historical Essay w BEVERAGE MEDIA 75th Anniversary Historical Essay “Dedicated to News, Profitable Management and Maintenance of Bars, Grills, Taverns and Liquor Licensed Restaurants.” — Bar & Grill Journal, 1st Issue, Fall 1936 Jan12 75 Years BMG Anniversary_V3.indd 1 12/15/11 1:13:14 PM w BEVERAGE MEDIA 75 YEARS Prohibition, Then Repeal: From Three Tiers, One Publication Emerges he Roaring Twenties. Flappers shimmied and millions danced the Charleston. Meanwhile, thousands of illicit speakeasies poured a veritable flood of swell cocktails, cold beer and fizzy Champagne to thirsty imbibers as Brothers Max and Philip Slone, T founders of Bar & Grill Journal. the Prohibition-era ban on beverage alcohol was widely ignored by st otherwise law-abiding citizens. Indeed, soon after inception, the 18th combined with a range of 21 -century communications services. Amendment to the U.S. Constitution was judged an epic national In noting the origin of the company, failure in social engineering. In reaction, a new political movement William Slone, chairman of Beverage Me- st dia Group Inc., explains, “After Repeal, gathered force: Repeal. And with the 21 Amendment’s passage on the responsibility for all beverage alcohol December 5, 1933, Prohibition ended. production split into two critical areas. At the national level, federal authorities es- tablished a sweeping set of laws to regulate With wine, spirits and beer now legal, politan New York marketplace for accurate the production of wine, spirits and beer as two brothers, Philip and Max Slone, both news and insights relevant to licensees, the well as adjudicate, if necessary, interstate practicing lawyers, became adept special- Slone brothers proudly launched in 1936 commerce issues. But, at the same time, ists in handling licenses and other regula- the first trade publication of its kind—Bar owing to the strong states’ rights language tory matters for a new generation of aspir- & Grill Journal—which evolved over the of the 21st Amendment, responsibility for ing tavern and restaurant owners in New next 75 years into a unique network of 34 the distribution and sale of wine, spirits York. Sensing a great need in the metro- state-based beverage alcohol publications and beer was securely placed in the hands of state and local authorities. These de- velopments created the particular struc- ture of our beverage alcohol industry we all work in today.” Jason Glasser, chief executive offi- cer, adds: “Over our 75 years, the unique strength of Beverage Media comes from the fact that we have always mirrored the structure of the U.S. wine, spirits and beer trade. Taken together, our print, online media and host of other communications services are national in reach, but extreme- ly local in addressing specific markets.” The Slone brothers’ intimate associa- tion with all three tiers of the industry set the stage for a publication that grew with the beverage alcohol industry, con- necting suppliers, distributors and licens- ees with timely trade news and informa- tion. In the following decade-by-decade review, we look back at some of the most notable highlights during 75 years of Beverage Media publishing history. Beverage Media’s original 52nd street office, which occupied all five floors, including one floor devoted to a cocktail lounge for visitors and staff. Research and interviews by David Lincoln Ross. Jan12 75 Years BMG Anniversary_V3.indd 2 12/15/11 1:13:16 PM BEVERAGE MEDIA 75 POST-PROHIBITION YEARS In the first four years of Bar & Grill Journal, the editors addressed a host of reader concerns. Would Prohibi- tion return in a new guise? How to profitably integrate food with bever- age alcohol? What new legislation deserves licensee support in Albany? What are the latest cocktail trends to learn and master? And should women be allowed in bars?(!) America celebrates as the news flashes across the nation that Utah had become the 36th state to ratify the 21st Amendment. Here, crowds are shown gathering outside a New York club to witness the unloading of the first shipment of legal, tax-paid liquor. The 1930s launched by visionary publisher Henry R. From Forbidden Fruit to Luce, of Time magazine fame—devoted a Liquor-Fueled Capitalism cover story to the country’s biggest distill- ers, brewers and vintners. Anheuser-Busch, Prior to Prohibition, brewers, distillers and Brown-Forman, National Distillers, Pabst, vintners comprised the fifth largest busi- Schenley, Schlitz and Seagram, among ness grouping in the United States. One others, soared in value. year after Repeal, in 1934, on a combined During the decade, American consum- basis, the beverage alcohol and hospitality ers faced shortages of aged whiskey and industries had been responsible for generat- imported wines, so new categories—such ing millions of new jobs in the depths of the as, younger-aged, blended whiskies like Great Depression and funneling hundreds Rittenhouse Rye as opposed to more costly and suppliers who served them—to a spir- of millions of dollars in direct and indirect “un-cut,” aged whiskies like Old Charter— ited (pun intended) conversation about federal, state and local tax revenues filled the gap until distillers could the news and trends of the day. The publi- to financially strapped government catch up with demand. Meanwhile, cation, besides its growing revenues from agencies. In fact, by the mid-1930s, post-Repeal, licensees were coping a steadily rising subscription base, also one-third of all federal tax receipts with complicated federal, state and pulled in more pages of advertising from were sourced from federal alcohol local alcohol regulations. distillers, brewers and vintners, as well as excise taxes alone. It was the combination of allied industries, including a whole range Not surprisingly then, from these developments—regulatory, of related products and services to assist 1933 to 1940 there was a fran- commercial and legislative—that new licensees in establishing them- tic race to rebuild breweries and telegraphed to the Slone selves in their communities. distillers and replant uprooted brothers a clear publishing vineyard acreage in California and opportunity, one which DRINKS Martini, Manhattan // elsewhere. All this required huge they seized with passion. 30S California wines, echoing capital investments. Restarting these With each issue, the efforts by wine marketing businesses resulted in a financial tidal magazine invited its readers— pioneer Frank Schoonmaker // wave so encompassing that in 1933, comprised of not only licens- Beers, both regional (Rheingold/Rupperts Fortune—the new business magazine ees, but also the distributors in NYC) and national (Pabst) 1933 1933 1934 1936 1937 1938 Heineken resumes exports to U.S.; E & J Gallo The Distilled Spirits The James B. Beam Budweiser Louis M. Martini February 1938 Winery established in Modesto; Bronfman Council of the United States Distilling Co. is incorpo- is first sold purchases 1,000-acre front cover of family forms Joseph E. Seagram & Sons (DISCUS) is formed rated in Clermont, KY in cans vineyard in Napa Valley Bar & Grill Journal Jan12 75 Years BMG Anniversary_V3.indd 3 12/15/11 1:13:19 PM BEVERAGE MEDIA POST-PROHIBITION 75 YEARS In the first four years of Bar & Grill Journal, the editors addressed a host of reader concerns. Would Prohibi- tion return in a new guise? How to profitably integrate food with bever- age alcohol? What new legislation deserves licensee support in Albany? What are the latest cocktail trends to learn and master? And should women be allowed in bars?(!) Beverage Media addresses a variety of It’s hard to imagine today, as U.S. concerns affecting both licensees and veterans returning home. military efforts unfortunately take a back seat in the media to celebrities The 1940s both licensees and vet- and economic news, but World War The Industry Responds to War erans returning home. II weighed heavily in domestic daily And, as a sign of the life. Sacrifices were considered an Cover after cover of Beverage Media during publication’s growing World War II showed strong, patriotic im- expression of patriotic duty, as indus- influence, in 1947 ages in support of our troops. And in doz- tries and families from coast to coast Beverage Media an- ens of its articles, Phillip and Max Slone changed the way they lived and nounced the launch advised licensees about how to cope with worked in order to free up resources of a separate Upstate wartime shortages. For example, grain for the war. New York edition Harry Slone, sales to distillers and brewers were at first New Jersey for on- and off- Beverage Journal rationed, then severely reduced as part of premise licensees. the accelerating effort to redirect every Shortly after ex- available foodstuff or strategic material panding in New York, Phil and Max toward the war. Articles also covered how Slone called upon their brother Harry licensees could efficiently recycle glass to head west—to New Jersey. Harry bottles, cardboard containers and wood opened and oversaw the New Jersey cases, even holiday wrapping paper. Beverage Journal. In early 1940, the Slone brothers had changed their publication’s name from Bar & Grill Journal to Beverage Media; the Blended Whiskey, new title reflected their determination to DRINKS Gin, Moscow Mule widen editorial coverage to the entire bev- 40S (Vodka) // Crown erage alcohol business. Royal, launched in Following the war, Beverage Media honor of the British King addressed a variety of concerns affecting and Queen // Lager Beer 1944 1944 1948 1949 Distillers resume com- Faced with declining inventories, War-induced Chivas Brothers Ltd. mercial production for 11 distillers apply to become restrictions on beer is acquired by first time since 1942 spirit blends production are lifted Seagram & Sons Jan12 75 Years BMG Anniversary_V3.indd 4 12/15/11 1:13:28 PM BEVERAGE MEDIA 75 YEARS The 1950s men—perhaps emblematic of a “Mad Post-War Growth and Men” man’s world—were genuine em- Life & Affluence – When Whiskey and pire builders.
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