""Do not enjoy. Responsibly." That's the tagline for Jeppson's Malört, the Chicago spirit that's entered the larger cultural zeitgeist this past year. And you can credit Katey Rafanello for a lot of that newfound success of an old and often unloved spirit. Rafanello - who goes by the nickname "Bunny" ("Dad was part of the Playboy Club back in the '70s and '80s," she notes."
"Rafanello - who goes by the nickname "Bunny" ("Dad was part of the Playboy Club back in the '70s and '80s," she notes. "I got taught to ski and do all the important things, like serve a drink, from the bunnies.") - is a longtime hospitality professional and one of the faces of the wormwood-based digestif. Literally: That's her mortified mug seen on the website,"
Katey Rafanello, nicknamed "Bunny," built awareness for Jeppson's Malört through playful, provocative presence and marketing, including using her mortified expression on ads and a truck. She joined CH Distillery when the sales team was all male and now leads brand-building, sales, and market strategy while staying active in bars, restaurants, and events. Rafanello embraces Malört's reputation as an objectionable, wormwood-based digestif and positions it as a daring, polarizing taste. Early encounters with the spirit were frequently unpleasant, and the spirit has become a cultural identifier with its own observances like Malört Day.
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