Archive for the ‘Booze in the news’ Category
January 29th, 2008
Canadian Club, that once-respected whiskey that got pushed out of drinkers’ consciousness by the vodka tidal wave on one hand and the emergence of boutique ryes and bourbons on the other, is trying to make a comeback. The brand, now owned by Jim Beam, is running a catchy ad campaign in magazines like Esquire and GQ. Naturally, I wanted to include here an example of one of the ads, but I couldn’t for reasons I’ll explain in a minute.
The ads are fun. They play on the same sensibility that fueled the comeback of old-school beer brands like PBR, Schlitz and Narragansett. Their images, which look like faded, creased photos from the ’60s and ’70s, show men of a bygone era doing “man” things like fishing, playing in a band and partying with babes in a shag-carpeted rec room. Oh, and drinking C.C. in heavy-bottomed rocks glasses, of course. The ad with the guys fishing reads, “Your dad was not a metrosexual. He didn’t do pilates. Moisturize. Or drink pink cocktails. Your dad drank whiskey cocktails. Made with Canadian Club. Served in a rocks glass. They tasted good. They were effortless. Damn right your dad drank it.”
Wow. Is that a bitch slap. To the modern man. Or what?
The thing I love about these ads, besides their authentically retro look and their towel-snapping text, is that they are nothing like other whiskey ads, whose warmly lit still-life-with-bottle aesthetic evokes heritage and taste. Yawn. The C.C. ads are saying, ‘Hey, remember when drinking whiskey wasn’t about drinking whiskey but about what was happening while you were drinking whiskey?’ Yeah!
Another reason these ads resonated with me is that, by coincidence, I recently tasted C.C. for the first time in ages. A couple we know had a small gathering at their house. There was nary a mixology book in sight. Just a big stone fireplace and a magically replenishing pitcher of Manhattans. Sitting in an armchair sipping my drink, I asked my host, “What kind of whiskey did you use?” With a little smirk and a shrug, he said, “Canadian Club,” and awaited the commentary of the Booze Snobs. Scott and I looked at each other, then back at our host. “It’s good!” Then we all went back to discussing the presidential election.
Unfortunately, my budding appreciation for C.C. soured when the Jim Beam legal department reared its ugly head. You see, I emailed the C.C. brand manager to ask for permission to use an ad image from the website for this post. Upon his request, I even described the post’s content, saying that it would be a commentary on the new ad campaign and favorable toward the product itself. But then things got stupid. “Sounds great!” he replied. “I just spoke with my legal team. They asked that we get to see the article before it’s run. Will this be ok with you? I will be able to have this approved within a matter of hours once you submit.”
Once I submit? Oh, that’s rich. Let me get this straight, buddy. I’m writing an article about your whiskey brand on a website frequented by the exact demographic you’re targeting, and your lawyers have to approve my use of your ad as an illustration? What, free advertising isn’t enough for you people? You have to have editorial control, too?
Yeah, I know. Maybe I should’ve behaved like every other blogger in the universe and simply grabbed a jpeg from the Canadian Club site without asking first. But my dad taught me to be conscientious. And he drinks Dewar’s.
Posted in Booze in the news, Whiskey | 18 Comments »
December 22nd, 2007
Unless you haven’t picked up a newspaper recently, you know that absinthe — the strong, licoricey liqueur with the naughty reputation — is once again legal in the U.S. after a long ban beginning in 1912.
All the articles I’ve read about the spirit and its newly legit status seemingly rummaged through the same musty steamer trunk full of anecdotes and phrases associated with the Green Fairy: the supposed hallucinogenic, madness-inducing effects; the Belle Epoque and its absinthe-drinking artists, particularly the troubled ear slicer Van Gogh; the Swiss man who sparked the ban of absinthe in Europe by murdering his family while drunk on absinthe in 1905; the word “louche,” which originally referred to the cloudiness that forms in the beverage during the ritual of dripping ice water slowly into the glass. All of the articles quote the chemist and absinthe historian Ted Breaux, who consulted on the creation of Lucid, the first absinthe on the American market. And they all employ that nonchalant tone newspapers use when reporting the latest craze over something controversial.
The story behind absinthe is indeed interesting, but, honestly, I felt like I’ve read the same article about seven times. Until I saw the one that Salon published this week: “Everything you know about absinthe is wrong.”
“Let’s clear up a few misconceptions,” says the writer, Sarah Hepola. “Absinthe does not make you hallucinate. It is not wildly addictive. It will not cause you to lop off your ear, unless (possibly, on the off-chance) you are a deeply disturbed painter racked by poverty, heartbreak and mental illness. Rather, absinthe is a good drink.” Strip away all the “lore and illegality,” she argues, and what you actually have is a damn fine, complex beverage that deserves a place in the world of legal spirits.
But the lore and the lingering whiff of illegality are, of course, precisely why people are lining up at bars to order absinthe and take part in its peculiar serving rituals, with their slotted spoons, sugar cubes and fancy ice water fountains. And they’re why the new absinthes on the market cost $60-$75 per bottle. Sure, distilling a good quality absinthe takes knowledge and skill. But that’s true of a lot of herb-based spirits — green Chartreuse comes to mind. Its strength is similar to that of absinthe, it has been rumored to have mind-altering properties, and its complex recipe requires the distiller to be meticulous. But at around $35-$40 per bottle, it seems a relative bargain.
Jared Gurfein, president of Viridian Spirits, which produces Lucid, says in the Salon article, “We’ve sold thousands more cases than expected. There is a huge interest in absinthe. Unbelievable.”
Cashing in on hype over a product, whether that product is good or bad, is nothing new. But I would say to today’s absinthe drinker: if you don’t realize that hype is what you’re paying good money for, you must be hallucinating.
Posted in Absinthe, Booze in the news, Liqueur | 5 Comments »
June 27th, 2007
As Independence Day nears, American drinkers, and particularly New England drinkers, will find validation for their passion for booze in the 2005 Salon article “The spirits of 1776.”
“The American Revolution was not about tea. It was about rum: the real spirit of 1776 … The real conflict between the colonists and Britain began over taxes on molasses, not tea. And that’s where the French come in. The Founding Fathers not only loved the French, but they also loved the molasses that Paris’ Caribbean colonies produced — and they loved even more the rum that New England distillers made from it,” writes Ian Williams.
I can’t flippin’ believe I didn’t know this. Maybe that’s because, as Williams puts it, “years of temperance pressure and Prohibition — and probably the Walt Disney Co. and Hollywood — have essentially shoved the real history of the Revolution down a memory hole.”
If you, like me, were in the dark about this bit of history, mix yourself a rum punch and give this article a read. Then go to your Fourth of July cookout and repeat the info to everyone there.
Extra credit: pick up today’s New York Times, whose Dining section is devoted to drinks of all kinds, and read “A Bit of History, Reborn in a Glass,” an article on bitters. The story is anchored on recent attempts to re-create Abbot’s bitters, which you may already have read about somewhere.
Posted in Bitters, Booze in the news, Rum | 2 Comments »
May 21st, 2007
The B-Side Lounge made Esquire’s list of Best Bars in America this year. Here’s what the magazine’s drinks scribe, David Wondrich, said about the place:
B-Side Lounge
Cambridge, Massachusetts
You’re having: A Last Word (Chartreuse, gin, and lemon juice)
Improbable. Dingy, cavernous surroundings, college-professor food (like baked Gouda), and a mighty cocktail list packed with obscure classics and rare ingredients, with bartenders who know how to use them.
Um… Improbable? Dingy? Cavernous? College-professor food? Maybe. A New Yorker’s passing take on a Cambridge bar? Definitely.
Green Street bar manager (and ex-B-Sider) Misty Kalkofen gets no such back-handed praise in Christine Liu’s latest article for the Weekly Dig, “The Incredible Imbibable Egg.” Christine was quite taken with Misty’s special Easter menu of vintage, egg-fortified cocktails. It’s nice to see both Misty (one of Boston’s best bartenders) and the misunderstood but delicious drinks she champions get some press.
Speaking of egg cocktails and press, I can’t leave out Jackson Cannon, who added several egg-laced classics to Eastern Standard’s drink menu recently. (I advise all of Boston’s burliest, toughest guys to go in an order a Pink Lady.) He was also featured recently in Stuff@Night’s “Players” issue and the Improper Bostonian’s annual “Boston’s Beloved Bartenders” issue. I can’t endorse either the ridiculous, showbiz concept of “players” or a list of bartenders who specialize in vodka drinks (not to mention cleavage), but I’m glad Jackson got the ink.
Posted in Bartenders, Booze in the news, Boston bars | 2 Comments »
May 4th, 2007
A couple of drinks articles this week made me really thirsty. The first was Eric Asimov’s gin roundup. He and his NY Times tasting panel rated 80 (!) gins, and the way they did it was super smart: they made martinis.
“…because gin is often consumed in a martini, we decided to taste the gin as expressed through the world’s most famous (and perhaps least understood) cocktail. We discovered that while great martinis require great gins, great gins don’t necessarily make great martinis,” writes Asimov.
You got that right, brother. The panel’s number-one gin for martinis? Supple and balanced Plymouth English Gin, no surprise.
The second article was Boston drinks/arts writer Liza Weisstuch’s size-up of artisanal tequila. I don’t know why I can say “artisanal beer” or “artisanal cheese” without batting an eye, but the concept of “artisanal tequila” still makes me smirk. I know, I should get over this prejudice. If a tequila producer uses good ingredients (aka 100 percent blue agave) and proper barrel aging, his spirit is just as worthy of respect as good brandy or whiskey, right? Right. It’s just the trendiness of the stuff that makes me roll my eyes. As with every other spirit, there’s great tequila, and there’s overrated tequila that comes in a neat bottle and is priced to make poseur boys look cool in the eyes of poseur girls.
So, I was surprised to find myself thirsting for tequila while reading this article. Actually, I was thirsting for cocktails made with tequila. Apparently, Eastern Standard’s Tom Schlesinger-Guidelli has created something called the Jaguar: “a blanco mixed with herbaceous Green Chartreuse, Amer Picon, and Fee Brothers Orange Bitters and garnished with a flaming orange rind,” writes Weisstuch. Now that’s a cocktail that would make me stop laughing about tequila. See you soon, Tom!
Posted in Booze in the news, Gin, Tequila | 3 Comments »
