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The Malört episode, with author Josh Noel (Episode 1014)
Manage episode 459118658 series 3562853
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Malört existed long before you made your first “Malört face.” The story of its survival and eventual 21st century triumph is a twisty, fascinating business story laid out in Josh Noel’s new book, “Malört : The Redemption of a Revered and Reviled Spirit.”
It’s a business story. A love story. A marketing story. A Chicago story. I can’t recommend the book enough. In this episode, I talk with Josh Noel about the book and Malört history.
To appropriately set the scene, we met at one of Chicago’s great neighborhood bars, Live Wire Lounge (3394 N. Milwaukee Avenue). Thanks to Dave and bartender Mikey Classic for their hospitality, and for turning down “Girl’s Got Rhythm” by AC/DC on the house system for the interview recording.
If you’ve ever wondered why Malört tastes the way it does or how on earth it became Chicago’s go-to rite of initiation, I encourage you to read the book. That said, start by watching/listening to the interview!
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