The Ethanol Papers - Paperturn manuscript - Flipbook - Page 90
For decades - while Standard Oil and other gasoline companies vehemently
protested against ethanol fuels in the United States - Standard Oil, Cities Service (CITGO), and other American-based oil companies sold ethanol-gasoline
blends in Great Britain - where they marketed these fuels as being more powerful, cleaner, and cooler running.
In the 1920s, a consortium of scotch whisky distillers began producing and marketing an ethanol-gasoline blend for automobiles called "Discol." A few years
later, the Discol name was licensed by another British company (Cleveland Petroleum Products) to sell an ethanol-gasoline blend, provided that Cleveland
continued to use the alcohol produced by its distillers for the fuel blend. In the
1930s, Standard Oil (ESSO/Anglo-American Oil) purchased about half of
Cleveland Petroleum Products. In 1958, ESSO (known today as Exxon/Mobil)
purchased the remaining shares of Cleveland Petroleum.
The following are some of the print advertisements and a television commercial
used to promote Cleveland Discol ethanol-gasoline fuel. The ads span the
1930's through the 1960s: