Wondering about the title? It's a reference to a song by Classified that I'm very partial to. A feel-good / feel-bad song that I've always found a bit empowering. Hearing it an hour ago on satellite radio made my day. It's funny how music has a certain power over us that extends beyond the conscious; one might say that music extends into our very soul and touches parts of us that we didn't know existed.
So, thinking and drinking? Today's topic is image and alcohol.
Not that I'm encouraging those who don't imbibe to take it up with a vengeance. But, it's a topic in image and perception which I feel merits some discussion. The commercial entities who are in the business of producing and distributing alcohol have spent trillions of dollars over the past fifty years to align their respective products with a target market or audience. This is in line with the efforts of all successful businesses and is a natural law of sorts. The anti-establishmentarians among us would call this underhanded and shallow, but it's an extension of basic human nature and organizational behaviour.
Humanity (particularly in the western world) is consumed by a need to be individual while at the same time being a part of a crowd. Some might say that this is a clear hypocrisy created by a culture of consumerism which is only purposed towards endlessly consuming goods and services.
Personally, I say that the real meat of this phenomenon is that its the single biggest personal development challenge that we have as human beings. Expressing individuality while also associating with a group mentality is like trying to drive both north and south while on the westbound 401. Difficult at best, yes?
The key to this challenge is to not give in to the group mentality and mass-culture mindset to
the point where it sweeps away any traces of individuality. Rather, portions of certain group mentalities which the individual identifies with and enjoys can be successfully integrated into their individuality.The nitty gritty of this? Be one while being a part of many.
It even makes my head spin sometimes, dear reader.
So, what does this have to do with alcohol?
Picture this: you go to your favourite 'establishment' on a rather busy evening. In your immediate field of vision, right in front of the bar are three people. They're all dressed similarly- casual, not overly flashy but still respectable. Let's call them ' x ', ' y ', and ' z '.
X is sitting on a barstool with a brown bottle of domestic beer in hand.
Y is leaning against the bar, holding a rock glass containing a few ice cubes and an ounce or two of copper-coloured liquor.
Z is standing, tall glass filled with a vibrantly-coloured liquid garnished with a cherry and miniature paper umbrella in one hand.
Although these three people are all similarly-dressed and presumably could blend into the same crowd with ease, the drinks that they each hold send vastly different messages to you. The message that you get from each person will differ based on your personal background and experiences, of course... but generally speaking- X appears simple in taste. Y appears mature and somewhat complex, and Z appears relaxed and ready for the beach.
Now, here's something else to note- nowhere in that example did I make a reference to gender. But I'm willing to bet that when you visualized each person, X and Y were male, while Z was female, or an effeminate-looking male. Just an example of gender-stereotypes that we have as human beings, and a reinforcement of the importance of perception in our society.
After all, as a straight male you wouldn't want to be caught dead sipping on a strawberry dacquiri or something similarly fruity and fun- you'd better be the one swigging from the nondescript brown bottle, right?
Not necessarily. Remember earlier when I mentioned how individuals should pick and choose parts of the groups that they identify with in order to enhance their own individuality? Fruity drinks qualify. Also, dacquiris are exceptionally tasty- and dare I say it- far more satisfying on a sweltering day than a bottle of beer.
Alcohol in itself can also be a language amongst connoisseurs. As with all products, there are particular things that each company associates with its particular brand (lets call it image, shall we?).
My personal favourites?
Scotch (Highland Park 25)
Whiskey (Jack Daniels)
Vodka (Belvedere)
Wine (Pinot Griggio, Sauvignon Blanc, Rosé- vintages change annually)
Beer (Steamwhistle)
And no, you didn't find rum or gin on this list. My stomach turns at the thought of consuming
either in appreciable quantities. Maybe with the exception of New Amsterdam gin. Purely because it doesn't leave the taste of juniper berries on my palate.Next time you visit your favourite speakeasy, dear reader, consider this- what you have in your hand speaks to who you are, how you feel, and what you identify with. That being said, don't be afraid to order something out of the ordinary. Especially if your only agenda for the evening is letting loose and enjoying yourself and the company around you.
Cheers.
