Giffard vs. U.S. Alcohol and Tobacco Tax and Trade Bureau Ignorance


Giffard CTS

I like and use Giffard products. But, as an Aspie, I am driven a little crazy that their excellent triple-sec Curaçao liqueur must be labeled, by decision of the ever-ignorant U.S. Alcohol and Tobacco Tax and Trade Bureau (a.k.a. ‘T.T.B.’), only as ‘triple sec’ — an adjectival phrase bereft of any noun — for the American market.

Giffard vs Giffard

This is like calling a shaggy, white dog just a “shaggy white.”

In the rest of the world, the label reads, in French, “Curaçao Triple Sec.” To translate that, we must also put it into English word order. It becomes, “Triple Dry Curaçao.”

The official product description in the Giffard USA website says: “A distillation of the finest blend of sweet and bitter oranges from the island of Curaçao.”

Duh, T.T.B.! That’s what Curaçao liqueur is!

This one from Giffard does happen to be of the triple-sec grade — traditionally containing between 250 and 350 grams of sugar per liter. It’s not wrong for those words to be on the label. But just calling something ‘triple-dry’ without saying what it is, is just wrong, and nothing less than the bureaucratic imposition of ignorance upon the rest of us by the T.T.B.

Not all Curaçao liqueurs are of the triple-sec grade.

Curaçao Liqueur Grades

Cointreau and Senior produce extra-sec Curaçao liqueur — having just 240 grams and 242 grams, respectively, of sugar per liter. Legendary, long-gone Cusenier produced the first extra-sec Curaçao liqueur in the early decades of the twentieth century. But it was never the only grade they produced.

CL006

CL007

Is there anyone who will try to assert that understanding the different, traditional grades of Curaçao liqueur is pointless? Is there no point in understanding varying levels of sweetness, bitterness and aroma? If we want to elevate the mixing of drinks, we cannot carry on in such ignorance of ingredients.

I imagine someone with more power than education at the Alcohol and Tobacco Tax and Trade Bureau objected to the original label, saying something stupid like, “Which is it: triple-sec, or Curaçao?” [As you play that in your head, be sure to hear it by one of the dumb-jock-type characters so excellently voiced by Patrick Warburton over the years — Seinfeld’s Puddy, perhaps.]

That would be like asking about a red fire-engine, “Which is it: red, or a fire-engine?

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