Is bitter better?
Not if you're the Frozen Wonder, who is a supertaster who found "bitter" in more than half the rums reviewed. Bitters is really a very old spirit with a long history and a faithful following. Think Angostura, or even products like Benedictine or Drambuie - these spirits were developed as digestifs, appertifs and for general health and well being.
Only later did they become ingredients used to sell mixed drinks. If Moses came back and down the mountain with some new tablets, the marketing boyz would find a way to establish a new category and sell any number of "new and improved commandments" including "Buy me now, or go to hell!", lol.
One of the latest is Fernet
Josh over at Inu has done a bang up job with this "hot" new category. Fernet is now like hot sauces - they are endless, confusing and nearly impossible to really understand. If there was ever a need to establish reference standards - real and well established standards, the consumer will be simply led down a path of unending new purchases to make. Compare to hot sauces – a fine chef I know has a collection of hundreds. What’s the best? An impossible question. The real question might better be…
What’s are the classics, the standards that I must get to know first and well, before setting off into the maze?
*******
BTW, this part of Josh's four part series on Fernet...
http://inuakena.com/spirit-reviews/amar ... education/
Viagra Dept: Fernet - growing marketing goes bitter
- Capn Jimbo
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