They laugh when the shy little man in the TV commercial steps up to the bar and orders Byrrh (pronounced beer) on the rocks-but the laughter does not last long. Byrrh is a French aperitif wine that has up to now been unfamiliar to Americans, but it is getting a big introduction from a company that knows what Americans like to drink and how to sell it to them: Hartford's Heublein, Inc. Heublein (pronounced Hue-bline) invented the ready-made cocktail, led the trend to vodka drinking in the U.S., and was among the first to take advantage of the shift to...
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