Malört: From Chicago's Most Hated Shot to Midwest Icon
In recent years, an unlikely hero has emerged from Chicago's drinking culture: Malört, a wormwood-based bitter spirit known for its intensely challenging taste. Once described as tasting like 'gasoline and regret,' this Swedish-style spirit has transformed from a local curiosity into a beloved Midwest cultural phenomenon.
Jeppson's Malört, originally produced by Carl Jeppson Company and now manufactured by CH Distillery, has seen its sales surge by over 300% since 2018. What started as an immigrant's recipe in 1930s Chicago has become a right of passage for locals and tourists alike, with social media playing a significant role in its resurrection.
The spirit's success can be attributed to several factors:
- Authentic marketing that embraces its notorious taste
- Strong connection to Chicago's cultural identity
- Growing interest in craft spirits and unique drinking experiences
- Viral social media presence, particularly through reaction videos
Perhaps most surprisingly, millennials and Gen Z consumers have embraced Malört as a badge of honor. Local bars report that first-time visitors often request the spirit specifically to document their reactions, contributing to its mystique and cultural cache.
Today, Malört has expanded beyond Chicago's borders, finding enthusiastic audiences throughout the Midwest. Its journey from obscure bitter to cultural icon represents a unique intersection of tradition, marketing savvy, and authentic brand identity in the modern spirits industry.
