The Fridge Light

You'll Have Another

What are the invisible forces that determine what's in your drink?
(Ben Shannon/CBC)

What are the invisible forces that determine what's in your drink?

This week on The Fridge Light, we take a look at the odd job of alcoholic beverage brand ambassador — and how their influence extends all the way to your home liquor cabinet.

  • Jamie Johnson, brand ambassador for The Balvenie, on the soft Scotch sell.
  • Robert Simonson, drinks writer and author of A Proper Drink, on how brand ambassadors came to be — and why they might actually be bad for the bar industry.
  • Swag for swigs? New Orleans bartender Tyler Pratt on how a free hat sold him on a new tequila brand.
  • How do personal relationships inform what gets poured into your drink? A chat with Alex James, Toronto Temperance Society bartender. 
  • Plus, bar owner and Hennessy ambassador Jordan Bushell on the 'butterfly effect' a good brand ambassador can have. 

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