brand extensions

Well here I sit, writing on day 15 of the shutdown. All the government stuff I need (such as COLAs Online) is unavailable. Thank goodness that all the private stuff is available. It takes a lot of public and private resources to make this blog go. That is, on the private side, I need my web server, my ISP, my WordPress, Google, a bit of AC power, etc.

Increasingly, I also need my LabelVision. LabelVision is a tremendous resource, provided by the people at ShipCompliant. It provides various ways to scour TTB’s label database, even when TTB’s systems are down. LabelVision enabled me to quickly find the WinterJack COLA as above. To find this label, my other and much less appealing options would have been to wait until TTB re-opens someday, or jump in the car and drive around until I find this new product.

I had a sudden need to look at this Tennessee Cider label in order to explore what is new and current in distilled spirits specialty (“DSS”) labeling, and the statements of composition (“SOC”) that go along with this category of spirits. To recap, where you have a common type, set out in the regulations, it is sufficient to mention...

First there was Miller Lite, at about 96 calories per 12 ounces (back around 1975). In later years the non-alcoholic malt beverages (or “near beers”) became more common, with leading brands such as Clausthaler and Kaliber at about 80 calories (as per Skilnik). Now, in the past year, it appears we have a race to the bottom. That is, Miller Genuine Draft 64 came out about a year ago. It is, not surprisingly, 64 calories per 12 ounces (and 2.8% alc./vol.). Lower and more recent still is Bud Select 55. It is only 55 calories and 2.4% alc./vol. This is one important trend over the past 34 years. In a future post we will look at a countervailing trend toward very high calorie/alcohol malt beverages. All of this leads us to wonder, where will this go in the next 34 years? When the Jonas Brothers hit middle age, will they be drinking Bud Exträ Epic Mega Select 11 (down near the lower limits for the legal definition of beer)? Hops flavored Perrier?

What on earth is a dragonfruit, and do you want any in your rum? It is “an outlandishly flaming pink, spineless cactus fruit that looks like an artichoke from Mars.” This is according to David Karp, “The Fruit Detective.” Karp was very early in calling this still-budding trend. He is credited with familiarizing Americans with this fruit. Way back in 2002 he said “Improbably enough, it’s now the object of a mad scramble, one of the most colorful booms in California’s agricultural history, replete with paranoia and intrigue.” His article, in the Los Angeles Times, is so good, especially as compared to the other information readily available, that we will quote it at length. Karp explains:

The mango did it. The Meyer lemon did it. Over the years, many fruits have crossed the barrier from exotic rarity to become available to all of us. … Now there’s a new one poised to make the leap, and it’s safe to say it is the strangest one yet.

The texture of the flesh is similar to kiwifruit, though its subtle flavor and refreshing juiciness are really more reminiscent of watermelon. … “It’s so visually stunning that our customers are intrigued by it,” said Bill Yosses, pastry chef of Citarella restaurant in New York, who has...