The infantilization of drinkers remains the top marketing point for the [prefab drink mix producers]. The flacks for that supermarket standby, Rose's Cocktail Mixers, sent out a press release for their Mojito mix this summer touting it as "a solution to complicated drink making." Complicated? Crush some mint in sugar syrup and fresh lime juice; add white rum, club soda and ice; stir. Is it supercilious to suggest that those for whom this is a task of surpassing complexity are better off not dulling their wits further with alcohol?
- Eric Felten, Prefab Mixes: Buyer, Beware," The Wall Street Journal (September 13 - 14, 2008)
Saturday, October 23, 2010
Posted on Saturday, October 23, 2010