Word: vermouth
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Martini & Rossi's vermouth advertisement clearly states: "non-alcoholic." What people put into a legal liquid-be it orange juice, ginger ale, milk, water or vermouth -is none of TIME'S business...
...formula, as printed in postcard form for handy mailing from "Bilgray's Tropic Bar & Restaurant": Babylonian Grape Brandy, Ice from the crest of Mount Sinai, Lemon from the desert of Sin, Gomorrha and Sodom Vermouth, Rum aged in Noah's Ark, Add Cain's Syrup from the garden of Eden, You then give it the Hebrew shake, and Say Hallelujah after drinking...
Wine is fermented, brandy and whiskey are distilled, but vermouth, like tea, is steeped. Italians, Frenchmen, Spaniards drink it straight or dilute it with soda, lemon peel or various fruit juices...
...oldest and best known Italian vermouth houses is the firm of Martini & Rossi. It was established in 1835 in Turin as Martini, Sola & Co. The enterprising Rossis entered the firm in the '60s; the last of the original Martinis withdrew from the company nearly 40 years ago. President of the company is white-haired Count Ernesto Rossi. His nephew, a director of the company, is sleek young Count Teofilo Rossi who was sliding down hills at Lake Placid last week as captain of the Italian Olympic bobsled team...
Several years ago Martini & Rossi, who used to have a virtual monopoly of the export trade in Italian vermouth, received violent competition from the enterprising younger firm of Cinzano. They plastered the billboards and fences of France and Italy with Cinzano posters, cut deep into Martini profits...