THE ADVERTISING FOR MALÖRT. This wikipedia entry refers to “the famous Jeppson’s Malört testimonial that once appeared on every bottle”. For many years the label on the back of the bottle said:
“Most first-time drinkers of Jeppson Malört reject our liquor. Its strong, sharp taste is not for everyone. Our liquor is rugged and unrelenting (even brutal) to the palate. During almost 60 years of American distribution, we found only 1 out of 49 men will drink Jeppson Malört. During the lifetime of our founder, Carl Jeppson was apt to say, ‘My Malört is produced for that unique group of drinkers who disdain light flavor or neutral spirits.’ It is not possible to forget our two-fisted liquor. The taste just lingers and lasts – seemingly forever. The first shot is hard to swallow! Perservere [sic]. Make it past two ‘shock-glasses’ and with the third you could be ours… forever.”