New message from the spirit world. (alcohol beverage advertising) (column)

New Message From the Spirit World

This is the year the liquor industry will challenge a 50 year old policy and begin to promote distilled spirits on television. Since the repeal of Prohibition 50 years ago, distillers have declined to advertise their products on the airwaves, but that is about to change.

With sales declining for the eighth year running and 1987 figures showing liquor consumption at a 16-year low, the liquor industry is scrapping its own ad policy in the hopes of uncovering new markets through television audiences. A year ago, distillers pitched ads to the Hispanic market, but public pressure convinced industry execs to pull their ads. This more concerted effort will push for a bigger share of the beverage market.

Beginning with spirit-based coolers, the industry …