Marketing Code-X

Expert Mixology

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The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

EXPERT MIXOLOGY” NORM: The art of mixing drinks demands both education and inventiveness, craft and imagination.

Woodford Reserve FB post

EXPERT MIXOLOGY” FORMS: The product has received an imprimatur from an expert — a mixologist. We often see carefully organized bartending ingredients (bitters, slices of fruit, liqueurs, etc.), and tools — like a surgeon’s instruments, laid out and ready to use.

Tanquery FB post

(From a 2016 audit, commissioned by a global spirits company, of “Premium Spirits.”)

Tags: CODE-X, Spirits