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Malort
The Redemption of a Revered and Reviled Spirit
by Josh Noel
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Pub Date Sep 03 2024 | Archive Date Jul 26 2024
Independent Publishers Group | Chicago Review Press
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Description
Malört may be the worst thing you’ll ever taste.
Known primarily for its intense bitterness, the infamous Chicago liqueur has been compared to “a forest fire, if the forest was made of earwax.” Yet lurking in the horror and the mockery lies the truth of Malört: we keep going back for more. For nearly a hundred years, we’ve gone back.
Jeppson’s Malört could have died a hundred deaths in that time. Its survival wasn’t always a given. It also was no accident. There was one man’s dogged persistence. One woman’s patience and dedication. There were cultural shifts and fortunate timing that helped transform a drink rooted in centuries-old Swedish tradition into the American sensation it is today.
Malört is a story of love, relationships, and how one generation finds meaning where generations before did not. Such transformations happen in art, in history, and in food, and it happened to Jeppson’s Malört.
Author and beer expert Josh Noel unpacks a uniquely American tale, equal parts culture, business, and personal relationships—involving secret love, federal prison, a David vs. Goliath court battle, and, ultimately, the 2018 sale of Jeppson’s Malört, which made Pat Gabelick, a 75-year-old Chicago woman who spent much of her life as a legal secretary, into an unlikely millionaire.
Malört isn’t just the story of one brazen liquor—it is the story of modern tastes and cultural shifts.
Marketing Plan
Prepublication online buzz campaign
Blogger and influencer outreach campaign
Digital review copies available via Edelweiss
Ebook spotlights and promotions
Publisher website spotlights
Social media spotlights and paid advertising
Featured at regional independent bookseller conferences
Edelweiss featured title
Advertising in trades and food and beverage publications
Available for book signings in author’s home market of Chicago, IL
Goodreads campaign
Promotions in conjunction with Malort events and on sale date including social media advertising and outreach to key Chicago and wine, beer and spirit influencers
Author’s Official Instagram: @hopnotes (2,660 followers)
Author’s Official Twitter: @hopnotes (15.8K followers)
Author’s Website: https://www.joshnoel.net/
Available Editions
EDITION | Other Format |
ISBN | 9780914091677 |
PRICE | $19.99 (USD) |
PAGES | 272 |
Available on NetGalley
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