Western Europe: P.R. Goes Continental

Once, twice, three times, 102-year-old Silvano Faenza trotted around the vast perimeter of St. Peter's Square. Finally, after six suspenseful laps, he braked to a halt—smack in front of waiting newsmen. He had a startling message: the secret of his longevity, he said, was a lifetime of drinking beer. Beer in wine-loving Italy? Such gimmicks, virtually unheard of in the country until a few years ago, have doubled Italian beer consumption since 1958. The St. Peter's stunt is only one of many brought about by a new figure in European business: the...

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