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Thursday, January 29, 2009

Booze

Drink a little Danny will ya

Posted by Owen Morris on Thu, Jan 29, 2009 at 12:00 PM

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Warning -- this post starts with possibly the nine most pretentious words in the English language!

As I was thumbing through the New Yorker yesterday, I got to the back page and couldn't help noticing a familiar face staring back at me. It was Arnold Schwarzenegger's twin Danny DeVito, now best known as Frank from It's Always Sunny in Philadelphia.

DeVito was on the back page selling limoncello by Danny DeVito. The liquor was launched shortly after his famously drunk appearance on The View when he remarked, "I knew it was the last seven limoncellos that was going to get me."



Figuring to get a little money from the embarrassing incident, DeVito teamed up with Harbrew Distributors to launch his own line of limoncello. Everybody had a laugh and moved on but here it is, two years later, and far from being a one-off gimmick, limoncello by DeVito is going strong.

Of all the products that launch and fail, limoncello by Danny DeVito takes off.

Prior to DeVito's limoncello, the top-selling brand in America was Caravella, a name known to bartenders but not to the average joe. Frankly, there wasn't much of a market because limoncello is so damn easy to make at home. To paraphase P.T. Barnum, you'll never go broke underestimating the laziness of the American public. While it takes just four steps to make limoncello, that's three steps too many. A new product with a famous spokesperson like DeVito comes along and now customers can get instant limoncello for only $25 a bottle.

Plus, it has an extremely catchy theme song (Danny DeVito limocello, it's a taste delight from this famous fellow) and only uses sorrento lemons, which cocktailians take seriously.

From one drunken debacle, Danny DeVito now has the lion's share of an entire liquor. No wonder he can afford such nice bowler hats.

Here's a recipe for limoncello. I'm calling it Limoncello by Owen Morris. Feel free to use, but only after mailing me a $25 check.

You need:
10 to 12 lemons (any more than a dozen and it starts to taste like Pledge)

750 ml bottle 100-proof vodka (doesn't have to be expensive)

2 cups refined white sugar

3 cups water

Step one: Peel as much of the skin as you can off into thin strips while avoiding the white pith.

Step two: Take the peels and add them to the vodka. Let sit at room temperature for five to seven days.

Step three: Boil

the water. Once it's boiling add the sugar and let it dissolve. Take off heat and cool. (This step also doubles as how to make simple syrup.)

Step four: Add the simple syrup to the lemon-vodka mix. Bottle in a glass bottle and put in the freezer. Note, if you use 80-proof vodka, it's best to refridgerate.

Step five: Invite Danny DeVito over and get plastered. Go on The View.

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