By David Wondrich

ISBN-10: 0399532870

ISBN-13: 9780399532870

A full of life, traditionally educated, and definitive advisor to vintage American cocktails.

Cocktail author and historian David Wondrich offers the colourful, little-known background of vintage American drinks-and the last word mixologist's guide-in this enticing homage to Jerry Thomas, father of the yank bar.

Wondrich unearths never-before-published information and tales approximately this greater- than-life nineteenth-century determine, in addition to definitive recipes for a hundred punches, cocktails, sours, fizzes, toddies, slings, and different crucial beverages, plus twenty new recipes from today's best mixologists, created completely for this book.

This colourful and good-humored quantity is a mustread for someone who appreciates the undying charm of a well-made drink-and the uniquely American historical past at the back of it.

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Extra info for Imbibe!: From Absinthe Cocktail to Whiskey Smash, a Salute in Stories and Drinks to "Professor" Jerry Thomas, Pioneer of the American Bar

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In some categories, where there are just a few players, such as the airline industry, you should probably consider all of them, but in larger categories, such as fast-food restaurants, where myriad companies have offerings, you will do better to pay attention to the ones you believe are your most serious threats. In certain instances, it is a good idea to look at all of the competitors regardless of their size; you may find that the fourth-tier player of 3 years ago has gradually been gaining market share and is now a far bigger concern.

Amusement & Recreation Svcs. 7 Ad dollars as percent of sales Source: Advertising Ratios & Budgets, 24th Edition, as reprinted in Advertising Age, 9/17/01, 20. 3290 SIC No. Abrasive, Asbestos, Misc. 9 –2 Annual ad growth rate (%) 22 2. MEDIA IN THE MARKETING CONTEXT will, in turn, influence your media choices. For instance, if you are selling a new high-end digital Olympus camera with lots of fancy features, the overall health of the economy is going to have a large impact on whether people feel they can afford to spend the money to purchase such a piece of equipment.

But the new product may be targeted at different groups of consumers, which, in turn, may result in a need for more diverse and/or more selective media. Perhaps its Doublemint brand would be advertised in women’s service magazines such as Good Housekeeping or Woman’s Day, while the new product, in contrast, may be better promoted in fitness books such as Shape or Men’s Health, appealing more to young people concerned about their health. The Media Handbook 19 What Are the Competitors Up To? In doing a historical analysis of the brand you must also deal with competitive issues.

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Imbibe!: From Absinthe Cocktail to Whiskey Smash, a Salute in Stories and Drinks to "Professor" Jerry Thomas, Pioneer of the American Bar by David Wondrich


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