Word: tequilas
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Dates: during 2000-2009
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Next Big Things come and go--remember dry beer, "malternative" beverages and low-cal cream liqueurs?--but the industry has very high hopes for one ongoing craze: from chocolate vodka to tequila-and-lime-spiked rum to sour-raspberry schnapps, flavored spirits are multiplying like empty shot glasses on a 21st birthday. Flavored rums rose from 18% of total rum sales in 1998 to 39% last year. Flavored vodkas are similarly flush. Even Martin Friedland of Jenkintown, Pa., an importer of fine spirits for more than 50 years, won't call flavored liquors a fad; the worst he'll call...
...Annette Funicello movies, and that would seem so corny now," says producer Murray. "There are moments in this movie that if they were scripted, they would feel corny, but when they're real, they don't." If Alan, the teetotaler virgin who is transformed by a few shots of tequila into the nerd king of Cancun, were a written character, he would be a lame archetype. Instead he is hilariously compelling. Sure, we know his newfound popularity is mostly owing to his having a film crew in tow, but we're willing to ignore the Heisenberg uncertainty principle here...
...Aaron and Chuck are taking more Tequila shots. Bad idea. Chuck...
...Thomas is doing shots of Tequila. Chuck, who has been taking tequila shots for the past 15 minutes, is getting out of control...
...Thomas finishes in fifth place. He has been taking shots of Tequila in addition to the required malt liquor and burrito. Perhaps this slowed his pace...