Steven Grasse has mastered the art of navigating the boundaries of the booze world. The FDA’s list of acceptable additives “tells you every single ingredient you’re allowed to use in a spirit,” Grasse says. “If it’s not on the list, you can’t use it. Unless… you can make a historical precedent for why you need […]
Among the modern world’s bitterest rivalries (Red Sox versus Yankees, CrossFit versus joy) lies Coca-Cola and Pepsi. The battle spans generations of pop drinkers. Multi-million-dollar marketing campaigns have engendered lifelong Coke loyalists, those who swear by Pepsi, hipster antagonists who insist their brand is RC Cola, and a growing phalanx of the health-conscious who’d just […]
Among the more optimistic advertising slogans (”I’d Like to Buy the World a Coke,” ”Diamonds are Forever”) lies Miller High Life’s ”The Champagne of Beers” assertion. It’s so bold it reads almost as a dare, like when a celebrity self-identifies as down-to-earth in an interview aboard a private plane. Miller’s Champagne dreams, however, are surprisingly […]
As anyone who has ever watched any sports broadcast can attest, nothing is more American than beer. Served ice-cold on a hot summer day. In tandem with baseball, perhaps, or maybe church. Better still — over Memorial Day weekend, or beneath fireworks on the goddamn Fourth of July. The root of our beer-soaked nationalism is […]
Sales of adult-sized Halloween costumes are at an all-time high. Theme parks, usually overrun by overstimulated tykes, host a different sort of clientele come October 31: a boozy, over-21 crowd. And liquor companies are taking note. According to the National Retail Federation, a staggering 72 percent of U.S. adults will celebrate this Halloween, compared to […]
This Thursday 200 strangers were the first to taste an exclusive new Samuel Adams beer. The twist? We were 30,000 feet in the air. On a JetBlue flight from New York to Denver, Boston Beer Company co-founder Jim Koch hosted what he believes was the first-ever inflight beer tasting in history.
There’s one way Americans like their Rocky Mountain spring water: in the forehead-crushable, carbonated limpidity of a can of Coors. Too bad nobody told that to Coors, who in January of 1990 did their very best to turn that Rocky Mountain spring water into its own marketable product. Then again it was 1990, with the […]
We don’t tend to encounter, like, wildly offensive or morally challenging wine labels. Usually, they resemble something between a minimalist modern art painting and a European family history. (Usually.) But in craft beer, it’s not unlikely you’ll walk out of the store with a six-pack of “Barely Masked Sexual Act Stout” or “Overt Female Stereotype […]
Sitting in the Absolut Elyx house, the hybrid brand house/personal residence of Elyx CEO Jonas Tåhlin, I feel distinctly uncool. When I say uncool, I don’t mean ironically uncool, the sort of feeling a hipster might get when walking into a shiny nightclub. I mean I feel patently square.