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The Independent On Sunday

Published:  23 July, 2008

Recounting a tale whereby a customer at a New York restaurant once asked for a Ketel One vodka with orange juice and ginger ale in the same glass, RICHARD EHRLICH examines the world of brand calling. When I ask for a Beefeater Martini, I do so not because of certainty that Beefeater is the best gin on earth, but because I know that this gin is of excellent quality and always produces a good Martini.' But he admits that when you're ordering a spirit and a mixer, it's an entirely different matter': If you're mixing the stuff with OJ and ginger ale, you won't be able to distinguish between Ketel One and Battery Acid Two.'