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the Joy of Bitterness
by
Philip Duff
@philipduff @GruppoCampari
@philipsduff @CampariUkraine @Barometer_show
#JoyOfBitter #BitterCampari #CampariLovers #BarometerBarShow
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
“In the desert ,
I saw a creature, naked, bestial,
Who, squatting upon the ground,
Held his heart in his hands,
And ate of it.
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
I said, “Is it good, friend?”
“It is bitter—bitter,” he answered;
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
“But I like it .
Because it is bitter,
And because it is my heart.”
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- TAS2R family – chromosome 7 & 12
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- TAS2R family – chromosome 7 & 12
- Bitter Is Bitter
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- TAS2R family – chromosome 7 & 12
- Bitter Is Bitter
- TAS2R38 receptors Supertaster/ Taster / Non-taster,
linked to alcohol consumption
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- TAS2R family – chromosome 7 & 12
- Bitter Is Bitter
- TAS2R38 receptors Supertaster/ Taster / Non-taster,
linked to alcohol consumption
- Quinine: 8 μM (micromolar)
- Denatonium 1000 μM
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- TAS2R family – chromosome 7 & 12
- Bitter Is Bitter
- TAS2R38 receptors Supertaster/ Taster / Non-taster,
linked to alcohol consumption
- Quinine: 8 μM (micromolar)
- Denatonium 1000 μM
- Evolutionary role – but declining
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- TAS2R family – chromosome 7 & 12
- Bitter Is Bitter
- TAS2R38 receptors Supertaster/ Taster / Non-taster,
linked to alcohol consumption
- Quinine: 8 μM (micromolar)
- Denatonium 1000 μM
- Evolutionary role – but declining
- Repeated exposure reduces perception
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- Bitter flavors make us judgmental! 2011 research,CUNY
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- Bitter medicines – for digestion
- Wine infusions
- Wormwood wine – Hippocrates,
450-370 BC, Greece
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- Bitter medicines – for digestion
- Quinine (cinchona) 1638, Peru
1640, Jesuits
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- Bitter medicines – for digestion
- Quinine (cinchona) 1638, Peru
1640, Jesuits
- Unregulated medicines China marziale
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
- Unregulated medicines Heroin for coughs
Cocaine for toothache
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- Taste receptors in stomach, digestive system –
“last defense” against chewed poison – or medicine
- Cooking & farming = detoxifying
- Bitter medicines stabilized in (bitter) C2H5OH
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 1686, Café de Procope, Paris (also ice-cream)
- 1650, The Angel coffeehouse, London
- 1696, The King’s Arms, New York
- 1786: Vermouth, Turin
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 1720: Tea affordable in UK, sugar added
- 1760-1840: Industrial Revolution
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 1773: Boston Tea Party – USA switches to coffee!
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 1780: Invention of IPA (UK, Hodgson)
- 1800s: Chocolate affordable in Europe
- 1806, New York state:
“Cock-tail…. spirits of any kind, sugar, water, and bitters,
vulgarly called a bittered sling”
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
- 1860: Gaspare Campari, Novara
“Bitter all’Uso di Hollanda”
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 1862, Caffe Campari, Milan, Milano-Torino (Mi-To)
- 1874: Sugar tax abolished in UK, sugar becomes cheap
- 1880: Sugar beets compete with sugarcane, sugar even cheaper
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
The Count
- Born 1868, noble Italian and Anglophile family
- Rebellious – sent to military school
- Fathered a child aged 17!
- USA 1887- Cowboy in Wyoming
1898 – Moved to New York
1905 - Moves back to Italy
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
The Count in New York
- USA 1898 – Moved to New York
Fencing instructor on 59th & Madison!
Dry vermouth led to rise of dry gin
Jerry Thomas era
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 1917: Bartender Fosco Scarselli arrives
in Florence at Caffe Casoni
- 1917-1919: Scarselli makes the first
Negroni for Count Camillo Negroni.
(Same period: Mi-To – Americano)
- 1920: “you must not take more than 20
negronis in one day”
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
The Count’s Negroni in 1919
- Total volume 3-4½cl (1-1½ oz)
- Equal parts
- 1-2 icecubes
- Dash of seltzer (club soda)?
- Garnish (distinguish from Americano?)
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
The Count’s Negroni in 1919
- Total volume 3-4½cl (1-1½ oz)
- Equal parts
- 1-2 icecubes
- Dash of seltzer (club soda)?
- Garnish (distinguish from Americano?)
The Negroni in 2017
- Total volume usually 9cl (3oz)
- 1¼ gin, ¾ Campari, ¾ sweet vermouth
- Ice cubes or sphere/rock
- No seltzer
- Hotly debated garnish!
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 1927: The Boulevardier (expat American Erskine Gwynne)
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
- 1950: Campari advertisements
in America
- 1953: Casino Royale (book),
James Bond’s first-ever
alcoholic drink – an Americano
- 1960 Risico, (short story),
Bond drinks a Negroni
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 1950s: Court case in Italy over bottled Negronis
- Fosco Scarselli expert witness
- Campari led the lawsuit – and won
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 1965: Singles bars born, exported around the world
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
- 1971: Starbucks opens, sells coffee beans
- 1984: First Starbucks coffeehouse opens
- 1997: 1, 415 Starbucks branches
- 2015; 22, 519 branches
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 1993: First modern IPA beers brewed, in US
- 2014: IPA is 11% of all US beer sales (=$2.53bn/year
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
- 1995: Cocktail renaissance begins NY & London
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
Cocktail Renaissance – small, strong, cold, intensely flavoured, classic-style
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
- 2011: Amor y Amargo, New York: no sugar, no juice, all bitters!
@philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari
the Joy of Bitterness
- Left: Loretta Bar (Munich) right: Billy Sunday’s, Chicago!
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- The return of the drink – a - ceutical?
the Joy of Bitterness
@philipduff @GruppoCampari #JoyOfBitter #BitterCampari
- 2013: First Negroni Week, Imbibe magazine, USA
- 2017: 7700 bars around world join Negroni Week
the Joy of Bitterness
by
Philip Duff
thank you!
slideshare.net/philipduff
@philipduff @GruppoCampari
@philipsduff @CampariUkraine @Barometer_show
#JoyOfBitter #BitterCampari #CampariLovers #BarometerBarShow

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The Joy of Bitterness by Philip Duff

  • 1. the Joy of Bitterness by Philip Duff @philipduff @GruppoCampari @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari #CampariLovers #BarometerBarShow
  • 2. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari “In the desert , I saw a creature, naked, bestial, Who, squatting upon the ground, Held his heart in his hands, And ate of it.
  • 3. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari I said, “Is it good, friend?” “It is bitter—bitter,” he answered;
  • 4. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari “But I like it . Because it is bitter, And because it is my heart.”
  • 5. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness
  • 6. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - TAS2R family – chromosome 7 & 12
  • 7. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - TAS2R family – chromosome 7 & 12 - Bitter Is Bitter
  • 8. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - TAS2R family – chromosome 7 & 12 - Bitter Is Bitter - TAS2R38 receptors Supertaster/ Taster / Non-taster, linked to alcohol consumption
  • 9. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - TAS2R family – chromosome 7 & 12 - Bitter Is Bitter - TAS2R38 receptors Supertaster/ Taster / Non-taster, linked to alcohol consumption - Quinine: 8 μM (micromolar) - Denatonium 1000 μM
  • 10. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - TAS2R family – chromosome 7 & 12 - Bitter Is Bitter - TAS2R38 receptors Supertaster/ Taster / Non-taster, linked to alcohol consumption - Quinine: 8 μM (micromolar) - Denatonium 1000 μM - Evolutionary role – but declining
  • 11. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - TAS2R family – chromosome 7 & 12 - Bitter Is Bitter - TAS2R38 receptors Supertaster/ Taster / Non-taster, linked to alcohol consumption - Quinine: 8 μM (micromolar) - Denatonium 1000 μM - Evolutionary role – but declining - Repeated exposure reduces perception
  • 12. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - Bitter flavors make us judgmental! 2011 research,CUNY
  • 13. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - Bitter medicines – for digestion - Wine infusions - Wormwood wine – Hippocrates, 450-370 BC, Greece
  • 14. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - Bitter medicines – for digestion - Quinine (cinchona) 1638, Peru 1640, Jesuits
  • 15. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - Bitter medicines – for digestion - Quinine (cinchona) 1638, Peru 1640, Jesuits - Unregulated medicines China marziale
  • 16. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness - Unregulated medicines Heroin for coughs Cocaine for toothache
  • 17. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - Taste receptors in stomach, digestive system – “last defense” against chewed poison – or medicine - Cooking & farming = detoxifying - Bitter medicines stabilized in (bitter) C2H5OH
  • 18. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 1686, Café de Procope, Paris (also ice-cream) - 1650, The Angel coffeehouse, London - 1696, The King’s Arms, New York - 1786: Vermouth, Turin
  • 19. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 1720: Tea affordable in UK, sugar added - 1760-1840: Industrial Revolution
  • 20. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 1773: Boston Tea Party – USA switches to coffee!
  • 21. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 1780: Invention of IPA (UK, Hodgson) - 1800s: Chocolate affordable in Europe - 1806, New York state: “Cock-tail…. spirits of any kind, sugar, water, and bitters, vulgarly called a bittered sling”
  • 22. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness - 1860: Gaspare Campari, Novara “Bitter all’Uso di Hollanda”
  • 23. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness
  • 24. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 1862, Caffe Campari, Milan, Milano-Torino (Mi-To) - 1874: Sugar tax abolished in UK, sugar becomes cheap - 1880: Sugar beets compete with sugarcane, sugar even cheaper
  • 25. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness The Count - Born 1868, noble Italian and Anglophile family - Rebellious – sent to military school - Fathered a child aged 17! - USA 1887- Cowboy in Wyoming 1898 – Moved to New York 1905 - Moves back to Italy
  • 26. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness The Count in New York - USA 1898 – Moved to New York Fencing instructor on 59th & Madison! Dry vermouth led to rise of dry gin Jerry Thomas era
  • 27. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 1917: Bartender Fosco Scarselli arrives in Florence at Caffe Casoni - 1917-1919: Scarselli makes the first Negroni for Count Camillo Negroni. (Same period: Mi-To – Americano) - 1920: “you must not take more than 20 negronis in one day”
  • 28. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness The Count’s Negroni in 1919 - Total volume 3-4½cl (1-1½ oz) - Equal parts - 1-2 icecubes - Dash of seltzer (club soda)? - Garnish (distinguish from Americano?)
  • 29. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness The Count’s Negroni in 1919 - Total volume 3-4½cl (1-1½ oz) - Equal parts - 1-2 icecubes - Dash of seltzer (club soda)? - Garnish (distinguish from Americano?) The Negroni in 2017 - Total volume usually 9cl (3oz) - 1¼ gin, ¾ Campari, ¾ sweet vermouth - Ice cubes or sphere/rock - No seltzer - Hotly debated garnish!
  • 30. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 1927: The Boulevardier (expat American Erskine Gwynne)
  • 31. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness - 1950: Campari advertisements in America - 1953: Casino Royale (book), James Bond’s first-ever alcoholic drink – an Americano - 1960 Risico, (short story), Bond drinks a Negroni
  • 32. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 1950s: Court case in Italy over bottled Negronis - Fosco Scarselli expert witness - Campari led the lawsuit – and won
  • 33. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 1965: Singles bars born, exported around the world
  • 34. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness - 1971: Starbucks opens, sells coffee beans - 1984: First Starbucks coffeehouse opens - 1997: 1, 415 Starbucks branches - 2015; 22, 519 branches
  • 35. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 1993: First modern IPA beers brewed, in US - 2014: IPA is 11% of all US beer sales (=$2.53bn/year
  • 36. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness - 1995: Cocktail renaissance begins NY & London
  • 37. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari Cocktail Renaissance – small, strong, cold, intensely flavoured, classic-style
  • 38. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness - 2011: Amor y Amargo, New York: no sugar, no juice, all bitters!
  • 39. @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari the Joy of Bitterness - Left: Loretta Bar (Munich) right: Billy Sunday’s, Chicago!
  • 40. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - The return of the drink – a - ceutical?
  • 41. the Joy of Bitterness @philipduff @GruppoCampari #JoyOfBitter #BitterCampari - 2013: First Negroni Week, Imbibe magazine, USA - 2017: 7700 bars around world join Negroni Week
  • 42. the Joy of Bitterness by Philip Duff thank you! slideshare.net/philipduff @philipduff @GruppoCampari @philipsduff @CampariUkraine @Barometer_show #JoyOfBitter #BitterCampari #CampariLovers #BarometerBarShow