“THIS IS DISGUSTING, TRY SOME”: MARKETING CHICAGO'S VILE-TASTING LIQUEUR

Summary from the TLDR Marketing newsletter

Jeppson's Malört, a notoriously bad-tasting liqueur, is marketed by CH Distillery through humor and unconventional strategies. The team turns the liqueur's unpleasant taste into a bonding ritual for Chicagoans, with campaigns like "Do not drink. Responsibly" and humorous ads that break the fourth wall. The marketing embraces Malört's reputation, recognizing that different people experience its taste uniquely.