The once-local secret, Malört, is expanding beyond Chicagoland, making its way into bars and liquor stores across the country. While known for its harsh and synthetic flavor, Malört's notoriety is growing as the public embraces bitter beverages and innovative cocktail recipes.
Malört , the infamous bitter wormwood liqueur that has long been a Chicago staple, is making its way across the nation. This once-local secret, known for its harsh and synthetic flavor, is now finding its way into cocktail bars and liquor stores across the country. Originally introduced by Swedish immigrants to Chicago in the early 1900s, Malört was marketed as a medicinal remedy for stomach ailments during the Prohibition era.
Generations of Chicagoans have embraced a shot of Malört as a rite of passage, a local challenge to impress their out-of-town friends.For years, Malört remained confined to the Chicagoland area, its notoriety whispered among locals. But Jeppsons, the company behind Malört, is changing that, making the liqueur more widely available. While it's not yet everywhere, its presence is expanding beyond northeastern Illinois. The iconic drink, often described as tasting like gasoline, citrus pith, over-steeped tea, and paint thinner, is slowly gaining a national following. Jeppsons is embracing Malört's infamous reputation in their marketing, playing up its bitterness and intensity. This strategy seems to be working, especially as the public's palate is increasingly open to bitter flavors, thanks to the popularity of amari. Some bars are even incorporating Malört into cocktails, offering a more palatable introduction to the spirit for those hesitant to take a straight shot. The Hard Sell, a cocktail featuring gin, elderflower liqueur, and Malört, is just one example of how this unconventional liqueur is finding its way into modern mixology. As Malört ventures beyond its Chicago roots, it remains to be seen how it will be received by a wider audience. But one thing is certain: its journey is a testament to the enduring power of local legends, and its unique flavor profile is poised to make a lasting impression on the national cocktail scene
Malört Chicago Wormwood Liqueur Bitter Liqueur National Expansion Cocktails Jeppsons Amari Bar Culture
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