Word: malted
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Dates: during 1990-1999
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...Heilman Brewing Co. learned that the hard way when protests from the black community caused the U.S. Bureau of Alcohol, Tobacco and Firearms to revoke its approval of a potent malt liquor whose primary consumers were expected to be black males. Similar protests caused R.J. Reynolds to snuff out a new cigarette specifically designed to attract black smokers. Those companies are studies "on how not to market a product and how to ignore the community concerned," says Doug Alligood, vice president of special markets for BBDO New York. "Nobody bothered to find out that the black community is really concerned...
...addition to our usual Chocolate and Vanilla, Herrell's gave us Chocolate Pudding, Espresso and Malted Vanilla. The Chocolate was rich and sweet, the Vanilla creamy. Chocolate Pudding was extremely rich--a scoop of this was not too different from a scoop of chocolate icing. And the Malted Vanilla won points for originality and tastiness from malt ball fans. The espresso was a bit more bitter than regular coffee ice cream and left an aftertaste...
...Single malts are the original Scotch whiskies. They are made from malted barley in copper-domed pot stills at 101 distilleries scattered throughout Scotland and are aged for at least four years in used sherry or bourbon casks. When combined with cheaper, less flavorsome grain whiskies, they become the blends that most consumers think of as Scotch. A quality brand, like Chivas Regal, may be 65% malt, with whiskies chosen from 40 different distilleries...
Most single malts are sold only to the blenders, but 70 distilleries bottle small amounts for sale to a growing body of purists who drink them neat or with a bit of water, or like brandy in postprandial snifters. Single malts are as different from one another as Burgundy wines are from Bordeaux: a soft, sweetish Lowland malt like Auchentoshan is a wholly different taste experience from Laphroaig, one of the tangy, medicinal whiskies produced on the isle of Islay (pronounced EYE-la). Part of the appeal of these whiskies, in fact, is their craggy names. Once you've learned...
...survey by the Scotch Whisky Information Center in the U.S. concluded that single-malt fanciers are younger, more affluent and better educated than drinkers of blended Scotch. "People may be drinking less," says Peter Smith, the center's director, "but they are savoring more." Connoisseurs may eventually have more malts to savor. Several "silent" (mothballed) distilleries have lately sprung back to life. And next month Schenley < Affiliated Brands, an American subsidiary of Britain's United Distillers (Guinness), takes over U.S. distribution of six U.D.(G.)-owned malts. As a quick guide to the range of malt tastes, Schenley will sell...