The Banter
The Guys make “scents” out of the smells some companies use to entice you into their establishments. The Guys do it the old fashioned way.
The Conversation
The Restaurant Guys welcome Josh Noel who recently penned Malort: The Redemption of a Revered & Reviled Spirit. Hear how Malört’s devoted supporters fought for its independence and prosperity. It’s a David and Goliath story you won’t want to miss!
The Inside Track
The Guys have been mystified by Malört for a long time and Josh’s book had them marveling at the (eventual) success of this “evil spirit”
(On liquor executive George Brody’s marketing strategy for Malört)
Josh: He initially tries to position it as a very high end product, something you need to learn to savor. The first time you taste it, maybe it doesn't quite click for you, but sit with it and soon you'll understand the elegance. That did not work for Malört. So he pivoted quickly to what you were saying, which is, are you man enough? Literally, are you man enough to drink this?
Francis: I'm not, by the way, I'm definitely not!
-Josh Noel on The Restaurant Guys Podcast 2024
Bio
Josh Noel, food and beverage journalist, had a decades-long tenure at the Chicago Tribune in addition to contributions to This American Life, the New York Times, and other publications. He has authored two books Barrel-Aged Stout and Selling Out, followed by the forthcoming Malört: Redemption of a Revered & Reviled Spirit.
Info
Josh’s Website
https://www.joshnoel.net/
Check Out #malortface
The Martini Expo!
Presented by the award-winning publication The Mix with Robert Simonson
When: Sept 12 & 13, 2025
Where: Industry City in Brooklyn
What: Martini experiences
Who: Acclaimed guests (see martiniexpo.com)
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