Does Malört really taste like fermented back sweat?
Chicago-based liqueur brand Jeppson’s Malört is inviting consumers to share what they really think the Windy City staple tastes like – and no tasting notes are off limits.
Jeppson’s Malört is a bitter, wormwood-flavoured liqueur, famously known for its intense and often polarising taste. It is categorised as a type of Swedish spirit known as bäsk brännvin.
While some find its flavour off-putting, it is considered by many to be a beloved part of Chicago’s drinking culture.
Now, the brand is inviting consumers to submit their own tasting notes to be considered for its next tag line, with the top three winners earning a place on the bottle label, bar posters, and coasters, as well as receiving city-wide bragging rights.
Early entries to the competition have included ‘moist dumpster residue’, ‘fermented back sweat’, and ‘hobo dick dipped in gasoline’.
Entries will close at 23:59 CT today (1 August), with the 15 finalists revealed by 15 August.
These 15 finalist suggestions will be posted online for public voting from 20 August through to 1 September to determine the three winners.
The contest is open only to legal residents of the 50 US states and the District of Columbia who are aged 21 or older at the time of entry.
Entrants should visit www.malort.com/tasteslike to submit their suggestion (entries limited to one per person), which must not contain hate speech or illegal content, or infringe on the rights of any third party.
All entries will be reviewed by a panel, and judging criteria includes creativity and humour, originality, and brand voice alignment.
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