The Rise of Malört, an Unexpected Midwest princess

I like it fine, it doesn't taste especially unusual among other herbal bitter liquors, a category I like. It's not the best (or as expensive as the best! they can get pricey), but it's not the worst, it's a fine drink.

The NYT story above mostly stayed away from how it's become known as like "the worst drink ever" or something, something you drink as a kind of challenge rather than that it's enjoyable.

I've suspected that the manufacturer has been actually encouraging this story. In the age of "challenges", a narrative that this is an incredibly hard to drink thing that's a challenge to drink is actually good marketting, that has been part of it's successful national awareness?

It's not especially challenging, it's just an herbal bitter, which is not for everyone, sure. But it's not gross, it's a fine drink -- and ironically saying this, that it's not actually exceptionally bad, hurts it's marketing! Better to be exceptionally noteworthy bad than simply typical.

What are some other liquors in its category? Because it's much higher proof and lower sugar content than the bitter liquors people drink more or less unmixed.

There are probably some similarly high proof amaros out there but they're pretty rare even within that category and an american would probably only encounter them mixed into a cocktail if even then. Fernet branca sure but that's much less bitter. Malort is actually very unusual compared to campari, or suze or something along those lines. Much more bitter, more alcoholic and less sweet than the norm for these drinks.

Yes, Americans don't historically usually drink amaros or bitters. Amaros seem to be gaining in popularity though, perhaps the malort resurgence is part of that trend.

Right, it's a herbal bitter, not citrus like campari. And not an especially sweet one.

I am not good at remembering brand names there are so many. One I enjoy that comes in tiny little bottles and does have a bit of a foothold in the USA is the digestif Underberg.

Sure, that whole category will be seen by some Americans who are not interested in bitter and digestifs as not particularly palatable. But still nothing special about Malort.

Wikipedia says "Malört is an American brand of bäsk liqueur, ", with bäsk being a Swedish wormwood-based thing. Googling for wormwood amaros finds a variety to try, if the wormwood bitters is what you're looking for. The good ones will taste a lot better (and be a lot more expensive) than Malort, because, right, Malort isn't especially great, it's true.

i had Malort for the first time only a few years ago. I was like, wait, this is it? OK, it's a not especially great example of the category, it's kind of mediocre, but I've drank plenty of the category and don't find it especially hard to drink.

But "a mediocre bitter digestif" is obviously not as good marketing as "the worst drink on the planet, drink it as a challenge and impress your friends".

I think Underberg is a good comp. The problem with Malort is not that its bitter or the flavor profile of it, its the _quality_ of the drink. Underberg is bitter but well made and it tells dramatically when drinking them side by side.

Amaro's generally speaking are _very_ popular in Chicago. When I first moved here and was more of an out at bars type of person it was _extremely_ common to drink Amaro, especially at the end of a work night. But you'd drink the amaro's you'd expect (Fernet especially). No one would choose Malort because it wasn't any cheaper than a good amaro and was just worse.

The story of Malort is the story of good marketing and pre-social media 'influencers' getting involved. The book mentioned in the article also covers the quirky story of the original Malort brand and its interesting if you like that sort of thing. But as a drink its just uninteresting.

Unicum might be another good comparable, that's actually good if you like that sort of thing?

You want something that I think really is so bad that I have trouble imagining it's not just a novelty challenge drink -- and yet I think it's not and some people really do like it -- while even sticking to Nordic region (they like some weird stuff)....

https://koskenkorva.com/en/koskenkorva-salmiakki

"Salty" licorice is a misnomer, there's nothing actually salty about it, the "salt" is ammonium chloride. It's vodka flavored with black licorice (I'm with you so far), and the taste of ammonia.