In today's world of Absolut and Grey Goose,
it's hard to imagine a time when vodka needed a hand with boosting its
popularity. Cosmopolitans and Apple-tinis owe their success to the
original vodka cocktail- The Moscow Mule.
In 1941, John Martin
(Who's company had recently bought the Pierre Smirnoff brand) and Jack
Morgan (Owner of a famous Hollywood pub- which carried an in-house
ginger beer) combined their products in a
fit of 'inventive genius', as a way to offload their otherwise
unsellable goods. They threw together a concoction of ginger beer,
vodka, lime juice, and sprig mint in a copper mug and the Moscow Mule
was born!
Martin then used a creative marketing technique to
get more bars to start carrying their new creation. He bought one of the
first Polaroid cameras and had bartenders pose with a Moscow Mule in
its copper mug and a bottle of Smirnoff vodka. Then he would leave one
copy of the photo at the bar and take a second copy to the bar next door
to show them that their competitors were selling this hot, new item.
It worked! Between 1947 and 1950, vodka sales more than tripled and
nearly doubled in 1951- but the glory was short lived as the Moscow
Mule's popularity began to dwindle in the 1960s. We are in luck, though,
with the recent boom of high end bars and gastropubs, the Mule is
coming back!
Just make sure to get yours in a copper mug, like how they are served here at Chapter One: the modern local.
Na zdorovie!
2007 Conn Creek Anthology, Meritage*. This is a
prime example of a beautiful California Meritage blend, with a
deliciously sweet blueberry aroma coupled with smooth black fruit
flavors with just the right touch of acidity and pepper on the body.
This wine is full without being too bold, nice and balanced with a long,
semi-dry finish. It is elegant and just complex enough.
This photo was taken at one
of my favourite local gastropubs. Their selections are fantastic and I
am consistently pleased with the quality of their wine service. I feel
that many other venues can take service lessons from this crew. At Chapter One: the modern local, Downtown Santa Ana.
*Meritage is a California wine based on a Bordeaux-style blend, meaning
it is a mix of Cabernet Sauvignon, Merlot, Malbec, Petit Verdot and
Cabernet Franc. (The five traditional varieties from Bordeaux, France)
