The Pepsi Challenge Myth: Why the Sip-Test is Not a Taste Test

Pepsi Challenge, still shot from commercial

Beginning in 1980, the Pepsi Challenge became a cultural phenomenon, but beneath the viral marketing was a classic example of shoddy science. While millions were convinced by these sip-test results, the tests failed to account for a number or psychological variable that profoundly influence the results of such tests. To understand how Pepsi “beat” Coke, … Read more

Red Wine Should Never be Chilled?

waiter or sommelier pouring red wine

If you find yourself refusing red wine, it may be because people keep serving it to you too warm! That’s right. It is a consistent myth that red wine should never be chilled. Most people think white wine should be chilled and red wine should be served at room temperature. This is generally too warm. … Read more

Angostura Bitters Substitute: The Science of Bitters

Bitters are essential for any true classic cocktail, and the most well-known and popular brand is Angostura. Before the term cocktail became a generic term for a mixed alcoholic drink, bitters were part of the definition of cocktail: a spirit, sugar, water, and bitters. If you want to make an Old Fashioned and you don’t … Read more

How Much is a Fifth of Alcohol? Bottle Sizes Explained

Fifth bottles of liquor

Have you ever wondered what is a fifth of alcohol and where the term originated? A standard-size bottle of whiskey, rum, vodka, or tequila is commonly called a fifth. While the United States primarily uses the metric system for alcohol bottle measurements like the 750ml bottle, we’ve kept the traditional name from a time when … Read more

Is Angostura Bitters Poisonous? The Truth Behind the Home Bar Panic

bottles of Angostura Bitters on display

If you have ever hesitated before shaking a few dashes of Angostura aromatic bitters into a cocktail, you’re not alone. Across global search engines, one of the most persistent, high-anxiety questions typed by home bartenders is whether this iconic, paper-wrapped bottle is secretly toxic. Driven by a vague, latent cultural anxiety, many consumers harbor a … Read more