Word: malted
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Enter the world of marketing. The power of name recognition helps explain the multibillion-dollar business of plastering brand names on everything from ballpoint pens to NASCAR racers as well as the thriving cottage industry of reviving brands that have fallen out of mainstream use, like Ovaltine chocolate malt and Westinghouse televisions. "We tend to believe, If I've heard of [a product] before, it's probably because it's popular, and popular things are good," says Dan Goldstein, an assistant professor of marketing at London Business School...
...darker, lesser-known aged rums you sip from a snifter. That's right--rum in a snifter. Hamilton's website fans know him as the Minister of Rum, and he's issued a new decree: rum after dinner instead of the traditional brandy or single-malt scotch. "We all remember getting sick on mixed rum drinks in college," says Hamilton, 52, who imports and writes about exotic brands like Bielle Rhum Vieux (from the tiny island of Marie-Galante), Matusalem (Dominican Republic) and Ron Zacapa Centenario (Guatemala). "But when people taste an aged rum, when the tropical flavors mix with...
Mallya isn't the only one expanding. William Grant & Sons, owner of Glenfiddich single malt, plans to build a new distillery, as does Bruichladdich on the island of Islay. In February, Diageo announced plans for a $200 million distillery and other facilities in Scotland, and the firm may double its investment if demand in emerging markets pans...
...Berendsen, who owns a pet accessory shop in Zelhem, in the eastern part of the Netherlands, commissioned local brewery Schelde to produce the drink. "It's non-alcoholic, not too fizzy and has a delicious beef and malt flavor," Berendsen told TIME. "There are some owners who like [to drink] it as much as their dogs," he added...
...idea: invent a healthy soft drink using beer-brewing principles. Says Leipold, "One of the goals was to make a drink for children that didn't have any artificial additives and that followed the purity requirements traditionally used to make beer." That meant a product with natural ingredients only: malt, water, sugar, fruit essences. No corn syrup, nothing artificial. And he'd use the same fermentation process he used to make beer - the trick would be leaving out the alcohol...