Archive for July 13, 2010

A course I taught regularly the last few years of my career was titled “Image and Identity.” We explored ways that “entities” (persons, companies, organizations, etc.) use imagery of all types to try to lead perceivers to infer an image of what the “entity” is like. The effort might be honestly motivated, but either successful or not. It might also be dishonestly motivated, intended to deceive or at least manipulate. But, again, it might be either successful or not.

I enjoyed that exploration, and a majority of my students have told me they profited from it — officially, unofficially, often anonymously. I miss the exploration, and I miss the students. Can’t relive the past, but I can at least continue practicing the exploration. And I will!

While buying some wine, my wife encountered a promotion for a newly-launched gin, including a free sip and a very attractive price. She sipped; she liked; and she purchased. As soon as she got home, she showed me the gin and told me how smooth it was. How could I resist taking a sip? And, of course, how could I resist analyzing the image this new gin was trying to project?

A reminder: “Straight” gin is essentially a re-distillation of neutral spirits, juniper berries, and, optionally, a selection of herbs. The flavor depends on the choice of berries and herbs, I assume. And the “smoothness” on the number and quality of the filterings. But having a good-tasting, smooth quality isn’t enough to make a gin successful. It also needs the proper “image.”

The name chosen for the product is New Amsterdam Gin. The bottle isn’t colored, like Bombay blue or Tanqueray green. It isn’t either round or square. Rather, it’s … Rats! What happened to that solid geometry I studied? Anyhow, imagine a steep four-sided pyramid, pointed end cut off, and turned upside down.

Traditionally gin was distilled in the Low Countries of Europe. Like the Netherlands and the city of Amsterdam. So this gin is called “Amsterdam.” But not just “Amsterdam,” as in the the Netherlands. “NEW Amsterdam,” as in the original name of New York City. Why? Well, proponents of various supposed origins for the Martini cocktail will never agree. But most theories focus on New York City — perhaps even the Knickerbocker Hotel (“Knickerbocker” being the name by which early New Yorkers were known. As in “New York Knicks,” you know?)

The “cocktail” was born during prohibition, and it’s associated with New York. Prohibition? New York? Art Deco/Moderne? Yeah. Major New York manifestations of Art Deco? The absolute gem is the Chrysler Building. The runner-up is the Empire State Building. Yeah, I know. The latter was for a long time the tallest building in the world, and movies have made its observation level the site for everything from everything from lovers’ trysts to the gateway to Olympus. So it’s tight-assed angularity has prevailed. So it goes.

So the gin is called “New Amsterdam.” The bottle mimics Art Deco design. The company’s website features the Empire State Building. As the French say, “Regard!”

Don’t forget to read the fine print, though. Where is this “New York” gin bottled?

BTW, forget the manipulation. I like this gin, and I’m sipping it right now.