| Below you will find blog entries about the development of the book itself, as a book, as opposed to research discoveries. For example, I'll talk here about the process of developing a book proposal, shopping it around, etc. |
December 17, 2007
Brandweek Magazine Quotes Me For Seltzer Article
I don't know if I agree with the core premise of the article - seltzer is on the rise - but I did enjoy speaking with the reporter. He did a nice job reworking the history I shared into his article.
Seltzer: The Next Big Soft Drink? December 17, 2007By any other name, seltzer could become the next big thing in soft drinks. It's carbonated, has no calories, often has no sodium and tastes good, at least to some people. Sounds like a dream product for the cola giants, doesn't it?
But seltzer has been an also-ran for decades. Adorning the bottom shelves of supermarkets, seltzer is often purchased to mix with alcohol or not at all.
The truth is, many consumers, raised on sugary sodas, looked at seltzer and its twin, club soda, as a sub-standard soft drink belonging to another time.
"It is just water and air. It's so elemental it just drifts into the background," said Barry Joseph, a self-styled seltzer historian and founder of GiveMeSeltzer.com. But seltzer may be ready for its close-up. Most of the best-selling soft drinks like Coca-Cola, Pepsi and others have been in decline for years. Meanwhile, bottled water sales have gushed. That's because of what water doesn't have: preservatives, high fructose corn syrup and caffeine.
This affords the same opportunity for seltzer. "It works because you don't have to miss the experience of soda," said Joseph. "Seltzer cleanses the palette and eases digestion. Water can't do that—seltzer can."
Unlike the latest energy drink, seltzer also has a glorious history to draw upon, starting in 1772 when British inventor and philosopher Joseph Priestley published a paper documenting how to impregnate water with carbon dioxide. Priestley also posited that immersion in the new product could stop corpses from decomposing. Later on, the British added seltzer machines to their navy vessels because they thought it cured scurvy.
The name seltzer was borrowed from the town Nieder-Selters, Germany, where natural carbonated spring water was bottled. Prior to its mass production, kings and queens would come to Nieder-Selters to sample the drink in the early 18th century. According to Joseph, this made the "keeper of the spring" position the most sought after in all the land. Applicants were said to have sometimes fought and/or murdered one another for the privilege.
Today, no one is killing anyone to get a seltzer. The mixer category (including ginger ale) accounts for 2.5% of carbonated beverages, per Beverage Digest, Bedford Hills, N.Y. Sprite alone sells more than twice that. Why?
"The concept of no calories and artificial sweetener is appealing, however the taste can be a turnoff," said one consumer.
This consumer tried the drink because a good friend who was staying with her quit drinking diet cola. "She insisted on drinking seltzer to promote her healthier lifestyle."
Admittedly, the consumer only tried one store brand. Three-quarters of mixer category sales are dominated by no-name, private label brands. The other quarter is a mix of Canada Dry, Schweppes, Seagram and Vintage. So there is no one premier seltzer brand that focuses on great taste. But taste isn't seltzer's only selling point. It's also pretty cheap and inarguably healthy.
"It is well positioned in regards to health and wellness, but that has not translated into a sales increase," said Gary Hemphill, managing director of Beverage Marketing, New York. "It has been overshadowed by other segments in terms of marketing dollars and exposure."
A case however could be made that if seltzer were a brand new product it would thrive. But old associations may limit its appeal. The name, for instance, still reeks of New York's Lower East Side, where it was embraced (along with deli meats) by a predominantly Jewish population.
In the '30s, marketers addressed the issue by renaming seltzer club soda, which had more of a WASPy feel. "Club soda has no working class associations," said Joseph. "Seltzer is a culturally defined word." Like vaudeville, seltzer did not fare well in the modern age. In the '60s, the younger Jewish generation "saw it as something for the previous generation. They were embarrassed by it," Joseph said. But now the pendulum may finally be swinging back.
Still, Beverage Digest editor John Sicher has doubts about potential growth. "People are gravitating heavily towards water, sports drinks and enhanced waters," he said.
But those so-called functional drinks may be edging out the only truly functional one on the shelf. In addition to being a refreshing drink, seltzer can help lift stains out of fabrics.
You can't get more functional than that.
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Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 11:37 AM | Comments (0)
December 11, 2007
Barry will be speaking in Jan, 2007
I have barely touched this blog, podcast, nor my book since my precious son, Akiva, was born on May 5, 2007.
Yet today I was contacted by a magazine for "a seltzer quote," received a lovely email (below) from a self-defined seltzerman and, to my amazement, am giving the following talk on Long Island next month at North Shore Synagogue:
Seltzer
Wednesday, January 9 -
7:30 PMBarry Joseph
Barry Joseph set out on a search for the details of the history of seltzer some five years ago. The Jewish Forward published his initial article on seltzer and he was heard at the Limmud Conference at Kutshers three years ago. The guy is a delight, and he has an uncanny resemblance to one of the chairs of the Committee for Lifelong Learning.
What's amazing to me is that this is the synagogue where I grew up. I will be speaking in the very room where I was Bar Mitzvahed.
Perhaps it should not be TOO surprising - my dad runs the program! - but still...
Should be fun. I will try to record it and post it as a podcast.
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 11:38 PM | Comments (0)
July 14, 2006
Seltzercast 13: Heard at Limmud, Seltzer Bat Mitzvah, a Book Update and more
Learn about Ruth Messinger on Egg Creams, a Seltzer Bat Mitzvah, Heard at Limmud and an update of the first book about Seltzer.Continue reading "Seltzercast 13: Heard at Limmud, Seltzer Bat Mitzvah, a Book Update and more"
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 02:53 PM | Comments (0)
January 16, 2006
First Public Speaking: LimmudNY
I just got back from my first public appearance sharing material from both my book and the associated podcast. What a blast it was! And the location could not be beat - Kutsher's Country Club, in the heart of the borsht belt.
Continue reading "First Public Speaking: LimmudNY"
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 09:08 PM | Comments (0)
December 30, 2005
Seltzercast 12: Overseas Seltzer, Allan Sherman, and a Book Update
Learn about seltzer around the world, the famous Allan Sherman seltzer parody, and the latest on the writing of the book.Continue reading "Seltzercast 12: Overseas Seltzer, Allan Sherman, and a Book Update"
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 10:46 PM | Comments (0)
September 30, 2005
Seltzercast 10: Agua Con Gas, Tony Kushner, and Water from Outer Space
Oh, there is MUCH to catch up on: An Apology, Spain, Up From Seltzer, a Slakethirst.com review, Extraterrestrial water, finewaters.com, Joseph Priestly, a History of the World in Six Glasses, and Tony Kushner. Phew!Continue reading "Seltzercast 10: Agua Con Gas, Tony Kushner, and Water from Outer Space"
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 12:18 AM | Comments (0) | TrackBack
August 14, 2005
Seltzercast 09: Patron Lunch & A Japanese Toilet
I lunch with my seltzer patron! Find out what happens! Also, learn about my encounter with a Japanese toilet, and other Give Me Seltzer promotions...Continue reading "Seltzercast 09: Patron Lunch & A Japanese Toilet"
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 01:42 AM | Comments (0) | TrackBack
August 04, 2005
Seltzercast 07: Mail Bag & Patron Prep
What's in my mail bag? Find out this serving. And learn the latest on the developments of my book as I prepare to lunch with my seltzer patron...Continue reading "Seltzercast 07: Mail Bag & Patron Prep"
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 01:01 AM | Comments (1) | TrackBack
July 15, 2005
Seltzercast 04: A German Lumberjack Sent Me a Package
A German lumberjack sent me a package. What's in it? What does a German lumberjack have to do with seltzer. Listen to the fouth podcast and find out.Continue reading "Seltzercast 04: A German Lumberjack Sent Me a Package"
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 03:04 AM | Comments (3) | TrackBack
July 13, 2005
I Finally Shared Some of My Book
I finally shared a section of my book with someone.
They laughed.
Thank god.
Continue reading "I Finally Shared Some of My Book"
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 02:30 AM | Comments (0) | TrackBack
Seltzercast 01: And So It Begins
This episode features a fabulous Heard on the Street segment and a Book Update.
The first podcast gets off the ground. Yahoo!
Continue reading "Seltzercast 01: And So It Begins"
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 02:09 AM | Comments (0) | TrackBack
June 21, 2005
What exactly is the book all about?
This is the first entry on this blog about the book itself. Why a book about seltzer? What does it take to create such a think? Couldn't I have taken up yoga instead? All that and more to follow.
Continue reading "What exactly is the book all about?"
Posted by Barry Joseph, The Effervescent Jew (bjoseph) at 11:23 PM | Comments (1) | TrackBack
