Beverages: For the Ladies

Two of the oldest advertising campaigns in the $14 billion liquor industry have lately taken a new direction. For 32 years, Hiram Walker & Sons' Canadian Club "adventure series" has shown men trying far-out sports in faraway places, giving up finally to enjoy their favorite highball. Last month for the first time, the adventure included a woman mountain climber, who paused halfway up a rock face to ask: "Do I really have to do this sort of thing to earn my Canadian Club?" Meanwhile, Seagram Distillers Co., whose moderation ads since 1933 have cautioned fathers and counseled sons on...

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