A new younger generation gave up the martinis and fine whiskeys of their parents and instead enjoyed consuming vodka and other light and mixable spirits. These companies vigorously pursued the new young demographic through co-optation of counterculture styles and perspectives.

Smirnoff Jan68 Smirnoff Aug68 Smirnoff March69 Smirnoff July69
Gilbeys69 Gordons June69 Gordons July69 Smirnoff6-5-70

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