There are many famous landmarks, signature dishes, and beautiful places to visit in most cities that welcome tourists. Chicago has all of those things; however, many visitors remember something much more unusual long after their visit, a small shot glass containing a liquor known as Malört.
Strangely, most people do not order this liquor as they expect it to taste good.
In fact, it is often exactly the opposite.
If you ask a group of people from Chicago to describe the flavor of Malört, you will receive answers from “tastes like grapefruit peels,” “burnt herbs,” “engine oil,” and “bitter medicine.” Despite the notorious reputation of Malört, it has become one of Chicago’s most widely recognized cultural symbols.
How Tourists End Up Drinking Malört
You have just arrived in Chicago visiting a friend.
Your evening has started off as it typically does by going out to a bar with your friend and talking about your travel plans and taking in the city’s exciting atmosphere, until you reach that moment every traveler will eventually reach.
Your friend slides a shot toward you.
Everyone at the table starts to smile.
That’s when most people realize they are about to take part in a unique and traditional experience in Chicago.
Taking a shot of Malört has become a rite of passage among Chicago locals. The act of taking a shot and enjoying the reaction of those around you has become a memorable experience for those who try it for the first time—their faces when they taste it are priceless; therefore, locals will continue to introduce it to out-of-town visitors.
A Spirit Born Out Of The Migration Of One Individual
Although Malört has become an internet sensation today, it was first produced by a Swedish immigrant named Carl Jeppson.
After residing in Chicago’s Swedish neighbourhood in the early 1900s, he produced a traditional Scandinavian bitter liquor, with the term ‘bitter’ being the key element of understanding Malört.
During Prohibition (the time period in history when the United States prohibited the sales of alcohol), many states had strict laws concerning the sale of alcohol but permitted medicinal (medicinal) products to be sold. Malört survived through selling to people as a medicinal product to help rid them of stomach worms and/or digestive problems.
As to whether people actually believed that Malört had medicinal properties remains a mystery.
What Was Once A Specialty Product Has Become Widely Available
For many years after its inception, Malört was considered a specialty product that was primarily purchased and consumed by a small group of specific consumers.
Eventually the brand struggled to stay afloat. Manufacturing shifted to other cities, sales became poor, and the company transferred ownership many times. At one point they were a tiny producer of Malört and would probably not exist today.
Surprisingly, no one could have imagined that the company’s biggest turnaround was to occur.
How Malört was Resurrected by the Internet
The new and improved version of Malört was heavily influenced by Chicago’s comedy scene.
In the early 2010s, comedians began making jokes about Malört on the internet. Jokes turned into videos, then videos turned into social media posts, which lead to merchandise. All this generated significant awareness outside of local bars and had everyone talking about Malört and wanting to try it.
The more people shared jokes about Malört, the more people wanted to know what it tasted like.
As curiosity grew, more people ordered Malört.
As a result, what was once seen as a mere regional product became a viral attraction in Chicago.
Surprisingly, most people who sampled Malört did so because others indicated that it was horrible.
An Icon of the Chicago Culture
The reason Malört is so interesting is not necessarily because of the taste; rather, it’s the meaning behind the drink.
Resilience characterizes the city of Chicago. Its harsh winters, unpredictable climate, and the toughness required to survive here make Malört a unique reflection of its spirit.
At first experience, it’s difficult to understand.
It is not created with the intent to impress anyone.
Eventually, many people fall in love with the name and product.
For those who live in Chicago, when they take a shot of Malort with someone new, they are welcoming them into the culture.
Does Anyone Actually Like Malört?
It depends on who you talk to.
Some Chicagoan’s genuinely enjoy Malört and drink a lot of it, while other Chicagoans say they hate the taste but love the tradition to drink it.
Interestingly enough, there are quite a few people, that do not like Malört, who get very defensive when people critique the product.
This level of defense demonstrates a level of attachment from the product to the identity of Chicago.
Malört will probably never win an award for universal appeal; however, it is probably more successful than any award it could win because it is a product of that city that will never be forgotten.
Something Beyond Being a Beverage
Visitors to Chicago that want an authentic local experience can enjoy our world renowned pizza, historical architecture, unique neighborhoods, and absolutely incredible museums. But sometimes, the smallest experiences can lead to the largest stories.
One simple shot of Malört can connect a traveler with generations of immigrants that have lived in Chicago as well as all of the local businesses, comedians, bartenders or ordinary people who call Chicago home.
Whether you love it, hate it, or aren’t too sure about it at all, you’ll most likely remember it!
This is why so many individuals who visit Chicago speak about a liquor they didn’t expect to see for years to come.
Among famous destinations in Chicago, Malört provides visitors with one of the most unique and memorable experiences of their lifetime!
