News & Culture in Carroll Gardens, Cobble Hill, Boerum Hill and Points Nearby
September 27, 2016
Chance of Rain
High 77° / Low 62°
Chance of Rain
Join Email Newsletter
join our mailing list
* indicates required
Delivered to your Inbox every Thursday
   |    Follow Us:
Be a Fan on FacebookFollow Us on TwitterSubscribe on YouTubeRSS Feed

Food + Drink

Brooklyn vs. Breuckelen Battle

By Lisa M. Collins

The New York Times has an interesting piece about a battle between the makers of two new gins, one named Brooklyn, the other, Breuckelen. Inherent in the battle is the power of the “Brooklyn” label, a name that projects a sort of high-brow, uber-cool, local artisanal purity.

As the fab Frank Bruni at the Times writes in the story, “As Brooklyn as possible: a decade ago that might have been the goal of a pizza baker or hot-dog maker. Now it’s the rallying cry of a broader, trendier array of food and beverage entrepreneurs (as well as garage bands, budding designers and more). New Yorkers’ obsession with all things culinary, refracted through Brooklyn’s exaltation of all things artisanal, has led to beers, jams, mustards, spiced nuts, cheeses and more made in Brooklyn and marketed with an emphasis on that provenance.

Post Your Comment



Readers' Comments


sassafrass
February 7, 2011
8:39 PM

It’s so funny how the same types of people who used to sneer at Brooklyn now want to use it as a brand for cred. It makes a product cooler.