The alcoholic beverage industry, often referred to since repeal of the Eighteenth Amendment as new born, was never a babe in swaddling clothes even at the moment of its inception. As it nears the age of seven, it towers in size over many of its older brothers who have long since reached maturity. Over 1,229,000 persons, including proprietors and employees, derive their livelihood directly from the manufacture and sale of alcoholic beverages.1 There are operating in the United States approximately 280 distilleries, 6oo breweries, I,Ioo wineries, 250 rectifying plants, I4,000 wholesalers and 309,000 retail liquor establishments. In an average year approximately three billion dollars is expended by the American consumer in purchasing distilled spirits, wines and malt beverages, one billion dollars of which goes to the federal, state and local governments in the form of miscellaneous taxes and licensing fees, one billion dollars into wages and salaries, and the remainder into raw materials, transportation, fuel, barrels, bottles, printing, advertising, and similar basic production costs, and into operating profits.2 The annual domestic consumption of alcoholic beverages, as indicated by federal tax payments, approximates 90 million gallons of distilled spirits, 71 million gallons of wine, and 52 million barrels of beer. Federal receipts in internal revenue taxes and customs duties on alcoholic beverages amounted to $635,786,935.20 in I939, out of a total federal, state and local revenue from these products of $I,OIo,384,672.86.3 The industry ranked third among all industries in the total amount spent on newspaper advertising during I939, and sixth in expenditures for advertising in the four media of newspapers, magazines, farm journals and chain radio. The I939 advertising expenditure of the industry in these media exceeded 29 million dollars, and was surpassed only by expenditures for advertising of groceries, automobiles, toilet requisites, tobacco, and medical supplies.4