Above it, there is the brands name
Though blatantly disregarding the task assigned (and running up an exorbitant liquor and food bill at his hotel), The Kentucky Derby Is Decadent and Depraved is considered one of the most significant sports articles of the 1970s, and more importantly, marked the birth of what has become known as gonzo journalism (a style of reporting in first person, making no claims of objectivity, the reporter being part of the story)
In a TV interview in 1996, the president of the American Medical Association, Lonnie Bristow, famously claimed, We were duped. This is in spite of the AMA having accepted cigarette ads in its journal from the early-1930s to the mid-1950s, the same time period when the epidemiological and pathological research showing the association between smoking and disease was being published
There is a visible move towards Premiumization in the Indian liquor industry, with alco-bev revenues forecast to grow 8-10% in FY26, reaching about 5.3 lakh crore