Inked Magazine, Issue 3, 2025: Tattoos & Spirits, A Match Made in Culture Heaven

BY JOEY SKLADANY

It may be stereotypical to assume that a bartender in a dive bar will serve you a drink with an ink-adorned forearm, but the parallels between tattoos and alcohol have been drawn far generations, from drunken pirates to beer-slinging bikers. After all, the rebellious nature of knocking back libations and rocking permanent body art often go hand in hand. And for some spirit companies, tattoos are now a major component of the brand ethos.

In an oversaturated beverage industry where everything has been seemingly done before, there are a handful of businesses that have gone above and beyond, both past and present, to challenge marketing norms and redefine the connection they have with consumers, especially those who value the creativity and authenticity that transcend the liquor itself.

These are the three that continue to lead the pack, one sip and tattoo at a time.

Labels that Inspire

France-based L'Encantada Armagnac brandy took tattoo appreciation in a unique direction by commissioning artists to replicate their intricate sketches in label form.

Nicolas Palazzi, owner of PM Spirits and L'Encantada's U.S. importer, championed the idea and partnership after getting his first tattoo, which memorialized his daughter Jane's health struggles with epilepsy. This evolved into other symbolic designs and subsequent ink sessions, which then inspired the entrepreneur to extend this art form to the bottle through an annual tattoo series that features up-and-coming talent.

"Tattoos are very important to me. They are also, in my mind, a very 'American' thing. Here, it felt like we were bridging both cultures: making old-school French spirits cooler by bringing it some American flavor," Palazzi says, adding, "From a packaging standpoint, I associated the American flavor with tattoos."

This artistic endeavor has resulted in collaborations with the renowned Matt Adamson, who completed Palazzi's first tattoo, as well as Laura Leonello, who concocted a "Beacon of Hope" label in 2021 to capture life after the peak of COVlD-19.

NEAL BODENHEIMER'S OLD HICKORY

Mastering the Old Hickory With Neal Bodenheimer

The obscure vermouth classic gets retooled with an eye toward more flavor and less dilution.

The “raisinated vibe” and wormwood bitterness of La Quintinye Blanc forms one half of the 50/50 vermouth split.

If you’ve never heard of the Old Hickory, you’re not alone. A simple 50/50 mix of sweet and dry vermouths punched up with bitters, this low-proof classic has long existed in the shadow of the Bamboo and Adonis. Neal Bodenheimer wants to put it center stage.

Though he started workshopping the drink at his New Orleans bar Cure, he “really dug in,” as he describes the process, on the Old Hickory for Dauphine’s, a New Orleans–inspired bar and seafood restaurant slated to open this spring in Washington, D.C.. “It felt modern, and like things I wanted to drink,” he explains of the simple build. However, “it felt like a cocktail that never really got its due.”

Part of the New Orleans canon of cocktails, the Old Hickory first appeared in print in Stanley Clisby Arthur’s 1937 book, Famous New Orleans Drinks And How to Mix ’Em. Supposedly, “Old Hickory” was a nickname given to General (and later U.S. president) Andrew Jackson, a reference to his fortitude as he led troops through the Battle of New Orleans in the winter of 1814-15. Although Arthur writes that the drink was Jackson’s “favorite tipple,” Bodenheimer dismisses the claim: “I don’t think people were drinking vermouth in America in 1850.”

Though his vision for the Dauphine’s interpretation is a pre-batched version, Bodenheimer preserves elements of the cocktail-making ritual. The format coalesced at an event held at New York’s James Beard House in September 2019, intended as a preview for Dauphine’s. For the seated dinner with cocktail pairings, Bodenheimer sought out food-friendly pours, and the vermouth-forward Old Hickory seemed like a natural fit. Yet, stirred with ice, it felt too thin and watered-down. The solution was to pre-batch the vermouths and refrigerate the mixture until ready to serve. Bitters were stirred in at the last minute—“bitters expand in a batch over time, so I keep them out,” says Bodenheimer—and the mixture was then poured over a large ice cube and quickly served. The end result presented like a cocktail, but retained the texture of wine.

“We said, ‘What if we made it like an Old-Fashioned setup, and less like a vermouth cocktail?’” he recalls. “We always had our vermouth in the fridge anyway, so we always had a chilled vermouth bottle.”