Hard-Liquor Firms Urged to Stay on Wagon

The White House on Friday urged liquor companies to continue abiding by a half-century voluntary ban on broadcast ads for hard liquor, as one distiller began airing commercials in Texas.

“The president feels the . . . ban on advertising by hard-liquor manufacturers is a good thing and has helped protect children,” presidential spokesman Mike McCurry told reporters.

However, the White House statement was seen by some observers as more of an attempt to score political points with concerned parents, rather than have any real effect on discouraging liquor TV advertising.

Since Montreal-based Seagram Co. officially announced on Monday its intention to break the ban, it has encountered resistance. The three major networks, already under pressure to restrict violence and expand educational offerings, said they would not accept hard-liquor commercials, perhaps fearing a backlash that would threaten valuable beer advertising.

Seagram’s competitors are also worried about government regulation. On Thursday, Rep. Joseph P. Kennedy II (D-Mass.) proposed a government ban on radio and TV advertising for hard liquor that he said had bipartisan support. The advertising has never been prohibited by federal law.

Seagram, run by the Bronfman family, which has supported Democratic Party causes and candidates, is running a 30-second commercial for its Crown Royal whiskey on an NBC affiliate in Corpus Christi, Texas. (The affiliate is acting independently of the network.) The ad first aired on cable television in March.

The commercial is the first one on an English-language station for a major U.S. liquor company since the Distilled Spirits Council of the United States created a voluntary ban in 1936 for radio and 1948 for television, and comes at a time when underage drinking is rising after years of decline. Allied Domecq has aired ads for Presidente brandy for five years on several Spanish-language channels.

“We are obviously disappointed by comments from the White House,” Seagram said in a statement. “We believe that distilled-spirits companies should have the right to access broadcast advertising in a responsible way in the same manner as beer and wine.”

The company said it has not changed its plans to air the ad, which features two puppies, one carrying an obedience-school diploma and the second carrying a bottle of Crown Royal. A voice-over proclaims the second puppy “valedictorian.”

Aides said the president is considering making his plea to the liquor industry in his weekly radio address today. The issue is tailored to fit Clinton’s reelection campaign strategy on a host of “family values” issues, such as school uniforms, V-chips to help block out violent and offensive TV programs, as well as the president’s uphill campaign to curb tobacco advertising aimed at children.

This time, Clinton may bump heads with major political allies: Edgar M. Bronfman, co-chairman of Seagram, and Edgar Bronfman Jr., president and chief executive. Both are major contributors to the Democratic Party and friends of Clinton. They have attended social events at the White House and joined Clinton at fund-raisers.

T. Frank Smith, owner of KRIS-TV in Corpus Christi, said he intends to continue airing the commercials.

Seagram turned to Texas for its ads because Crown Royal has been selling well there--sales have more than doubled since 1980--and KRIS-TV had already been experimenting with liquor ads and supported the idea.

“Am I going to back off? The answer’s no,” Smith said. “What I’m trying to do is open the door and say advertising hard liquor on television is OK.”

He said 70% of the 6,000 viewers who responded to a poll by the station said they approve of the commercials. Smith said other liquor companies have approached him about advertising their products.