A Man of Distinction

To prohibitionists, Calvert Distillers Corp.'s men of distinction look more like limbs of Satan. The drys, who are trying to persuade Congress to ban liquor advertising in interstate publications, broadcasts, etc., argue that the "distinction" ads are bad for young Americans; they are apt to persuade youngsters that the way to achieve success is to have a Lord Calvert highball within easy reach.

Last week, Calvert President William Wendell Wachtel, suave enough to pose for one of his own ads, uncorked a rebuttal in The Advertiser and in a letter to the Washington Post. The men of distinction, said he, "are temperate and Godfearing . . . gentlemen [who] prefer to drink in their own homes with their families about them and in the presence of their children. Would the drys want all advertisers to urge the misuse or abuse of products? In that case, automobile manufacturers should advertise a brand-new car in a smashup wrapped around a tree; sun lamp producers should advertise a blistered well-done purchaser of the lamp; sugar refiners could illustrate how to get diabetes in ten easy lessons, and commercial airlines might use singing commercials [ike this:

"Excello Airlines hits the grass Our wings are made of paper and glass We can get there fast as grease But who knows whether you'll be in one piece?"

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