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About The Battalion. (College Station, Tex.) 1893-current | View Entire Issue (Feb. 4, 1982)
sports ; — Battalion/Page 12 February 4,1982 Florida’s losses are Texas’ gains / THURSDAY NIGHT Male Dancer Night! United Press International PHARR — Texas citrus grow ers are reaping bigger profits from the woes of Florida fruit crops heavily damaged by harsh winter freezes. Initial damage estimates showed early winter bouts of icy weather in Florida’ may have destroyed up to 25 percent of the state’s citrus crop — as much as $385 million in lost profits from orange juice sales alone. Florida growers say the ex- Ladies get in Free from 7 p.m.-8 p.m. 4 For 1 Highballs! Doors open to the men at 10 p.m. $3.00 Cover Charge 8-10 p.m. 693-2818 DALLAS NIGHT CLUB IN DOUX CHENE COMPLEX BEHIND K-MARt. COLLEGE STATION 693-2818 iOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO CAMPUS THEATRE Ken’s Automotive Bryan 42 i S. 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Although temperatures dip ped below freezing several times in early January, the cold weath er apparently did no datnage to Texas’ 70,000 acres of oranges, grapefruits, limes, lemons and tangerines. I “It had been a good season up i until Christmas when the out look was somewhat gloomy be cause of prices and overabund ance of supplies,” said Les Whit lock, manager of the Texas Val ley Citrus Committee, a regula tory arm of the U.S. Department of Agriculture. “But now with the Florida freeze and the decrease in sup plies, it is looking the other way — it looks bright for us.” Ed Boler, whose Boler Farms in Pharr has been producing and marketing citrus fruit for almost 40 years, was even more optimistic about the outlook for Texas crops. “I’d say it’s the best crop we’ve had in five years,” Boler said. “Our quality is excellent, juice and sugar content is real good. There’s not a thing but a bright future for us now. “It (the citrus market) would have been very depressed if the freeze in Florida had not come. There would have been more fruit in the United States than could have been consumed.” Whitlock said Florida’s prob lems already are causing an in crease in the price Texas grow ers are receiving for their fruit. He said grapefruit prices were up about 40 percent and oranges were selling for about 20 percent more than before the freeze. He said the higher sell ing prices were coupled with much higher production. “In production volume, it’s up probably 64 percent on grapefruit and about 40 percent on oranges,” Whitlock said. “We had a freeze here ourselves in ’78-’79, so for the last three years we’ve been down. Then we went through a hurricane last season when we still were recovering from the freeze. We’re now just returning to pre-freeze levels as far as production is concerned.” Whitlock said Texas is second behind Florida in grapefruit production and third behind Florida and California in the production of oranges. He said Texas supplies about 18 of the nation’s fresh grai and about 6 percent of the tion’s fresh oranges. Freezing weather can vinl ly destroy entire groves of trees and Boler said there's: growers can do to preventi tremely cold temperatures taking a heavy toll. “Overall, the Valley is equipped to protect its crops — nothing compan Florida’s (protection sures),” Boler said. Thi bigger interest in Florida cause it’s controlled by panics that control acreages, where here in th ley it’s owned by many “If it were to be severehett| say 14, 16, 18, 20 degrees quite a few hours — there’s very little that can be done.' dRp u \Z Different tastes explored Distillers sweeten market United Press International NEW YORK — Some of those in the liquor business are find ing sweet ways to expand their market share, if not counter the inroads made by wine at cocktail time. Young adult guzzlers and the growing proportion of women tipplers — what the industry calls “entry level drinkers” — is their target, interviews indicate. Examples: — Leaders in the cordials trade are pushing schnapps jaz zed up with flavors and whiskey- basecl liqueurs, which they say sell big at college campus hang outs and ski lodges. — Schenley is circumspect but notes cocktails and mixed drinks now “often vie with choices that cover the entire spectrum of the beverage indus try.” And that, it says, includes soft drinks. “There’s no question that SCHULMAN 6 THEATRES 775- 2002 775 2468 E.29th 2463 7:35 9:55 SHARKY f S MACHINE 7:45 9:45 MODERN PROBLEMS 7:55 REDS 6:50 8:50 CINDERELLA 7:25 9:40 ABSENSEOF MALICE 7:15 9:40 RAIDERS OF THE LOST ARK wine is enjoying increasing popularity,” confirms Marvin Shanken, a knowledgeable observer of the industry. “And a certain amount of that is coming from the distilled spirits drink ers and has been for five years.” In “Impact,” a trade research publication Shanken puts out, he notes the American wine market grew at an annual aver age of 5.9 percent from 1970 to 1980 compared with 1.6 percent for distilled spirits. Wine ship ments passed distilled spirits shipments for the first time, reaching more than 200 million cases compared to less than 191 million for spirits. Shanken and others say there’s no way the big distillers are about to tackle wine head on. For one thing, they have winer ies of their own, or they distri bute the grape or import it. “The wine drinker goes back and forth between Perrier and some other soft drink. The ma jority of pre-dinner wine drink ers, I don’t think ever were mar tini drinkers or sour drinkers. The majority are young and not spirits drinkers in the first place,” Seagrams Haimon said. “Myers rum and orange juice has become one of the hottest drinks on campus,” says Haimon. “They have a desire for something with taste. Vodka has no taste. They want a taste to come through — for example, rum and Coke.” But there are lots of young, dedicated hard liquor drinkers. “There are particular brands to which they’re turned on,” says Shanken. “Jack Daniels, for ex ample.” Haimon also says the afflu ence of even the entry level drinker heightens prospects for a premium mixable’ dark rum with the advantages of color and taste over vodka and gin. “W 7 hen I went to college, if I had $1.25 for a pitcher of beer, that was a lot of money,” he said. “Today it is conspicuous con sumption. We have the mini- MSC ARTS COMMITTEE PRESENTS THE NATIONAL SHAKESPEARE COMPANY £ FEB. 18,8 P.M. RUDDER AUDITORIUM _ TICKETS AVAILABLE AT REDDER BOX OFFICE, 845 1234. mum wage — a couple of bucks in the jeans at the end of the week.” Cordials sales also are up from about 4 million cases in 1964 to over 13 million in 1980, says Patricia Wiley, DeKuyper’s marketing director. DeKuyper’s big push at the moment is schnapps although she says other cordials do well among young adult drinkers, particularly women. “Youngsters of drinking age are taking it away from having to be a clear liquid used as a shot. Schnapps has become a contem porary word for what liqueurs used to be. There’s no real simi larity to the original 60 proof.” Heublein has produced an 85 proof peppermint schnapps cal led “Steel.” As for DeKuyper, under the aegis of National Brands, Wiley says, “We’ve come out with a 100 proof pep permint we’re calling silver schnapps. It has a silver label.” While Silver is a label, Heub- lein’s Steel is a proprietary brand. “We want people to go to a bar and ask for it by the brand name, not just for schnapps,” says Billie Brown of Heublein. Wooing the youth market matter of attracting people tastes they like, Wiley says." pie today are impatient, were raised on soft drinks." also mentioned a chocolate dy roll, the jelly bean ai sweettasting red mouthwasl “What they want is int gratification.” These prospective custoi have yet to establish brand ferences, Wiley says, we’re doing in the industryisl low ing the mouth mint flaw translating them to other! vors. “The blue-jeaned, di vested set wants a duality of sensation. They are attracted! cause of the refreshing if cooling to the tongue, waraf; to the stomach.” yren Nau Along this line, Heu!ja| ns t T er offers a Canadian whiskeybaijlf 0 p liqueur, Yukon Jack, wil n j g .{ lt Brown says young drinkeri^^^^j’ Or they take pei schnapps as a shot with beti practice Wiley of DeKuypei is big in Denveuski-land. the best of both worlds - touch of sour with a tone- sweet.” - ; Cond-pla< The Best Pizza In Town! Honest. 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