Toast the end of ‘Mad Men’ with the era’s classic cocktails
on 08/04/15 at 10:03 amBooze News
Although the show celebrates classic cocktails, it is set in the ’60s, when mixed drinks were sliding into a sugary slump, says drinks historian David Wondrich.
“Cocktails were struggling because they were kind of for the square, old-establishment types,” says Wondrich, drinks columnist for Esquire magazine. Old-school bartenders were retiring and ”getting replaced by young wannabe novelists and actors.”
There’s been a revival of well-made drinks and the ingredients to create them, and bartending has become so scientific it’s known as mixology.
Back then, producers were trying to sell spirits with new, zippy approaches that leaned heavily on brand advertising.
But if the drinks weren’t particularly exciting, the “Mad Men” era was the best of times for the cocktail scene setting.