Malört tastes like…

The notorious wormwood-based schnapps is a challenge to drink, and its undefinable unsavoriness is an even greater challenge to communicate.

That’s from a piece in Chicago magazine a few years ago that compiled a list of things that various people had said about the taste of Jeppson’s Malört liqueur.  It included noteworthy opinions such as these:

It tastes like pencil shavings and heartbreak.

It tastes like someone vomited up their gin and now you're drinking it from a shoe.

It’s like swallowing a burnt condom full of gas.

Well, the brand is now formally inviting descriptions that may well  be used on its label.  To set the ball rolling, it has put out a campaign with some very NSFW comparisons.