On a more subdued note, the NYT article on tonic induced that
feeling the Germans likely have a word for of a good idea that you
forgot about and someone else has realized. In The United States of Arugula,
David Kamp describes "how we became a gourmet nation." If anything, he
understates the scale of this process, which I think of as the Maker's
Markization of America. In the winter, my mom usually has a whiskey
sour as an evening
cocktail. Once upon a time, the whiskey was Jack
Daniels, and that was fine. At some point, the whiskey became Maker's
Mark, and the world continued to spin on. Fleur de Sel, American Spirit
cigarettes, heirloom tomatoes, Sam Adams, baby greens, free-range
eggs,
Parmesan not in a green can-- you can supply your own examples as you
see fit, and indeed, there are cases where the process has happened
more than once in the same niche. Sam Adams, say hello to my new
friend, Smuttynose. Indeed, even Maker's Mark has been pushed out of
its own niche by Knob Creek, leaving Maker's Mark as the Garrison Keillor of American whiskeys, neither embraced by the masses nor cherished by the elite.
From time to time, this process of Maker's Mark-ization happens in ways that are discernably wacky, viz Fleur -de-Sel gathered by the fairest virgins of Bretagne scattered on steaks from downer cows. Tonic is another example--as gins got more fancy and artisanal, the tonic stayed the same. About three years ago, I wondered about the absence of a ridiculously fancy tonic from the marketplace, but no more, and the ship with the tonic tycoons seems to have sailed. As one who has even been known to drink tonic straight, I'm looking forward to trying the fancy tonics. If one were cleverer, one could survey the food marketplace, and identify these kinds of asymmetries of luxury, and develop new products along the lines of the tonic that is just as conspicuous as the gin. All I got is this-- peanut oil. If you are paying $18/lb for a heritage bird, do you want to fry it in just any peanut oil? Feel free to steal this idea, though if possible suggest that the peanuts you use were developed by Thomas Jefferson. He is so popular right now.
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