Binging without whinging
I know that
binge drinking is a serious social problem in the UK. I also know that drinking
per se is not a cultural norm in predominantly Muslim countries such as Indonesia. That's why there have been
studies there and the introduction of
Bintang Zero here.
So what market is
Jiguja, "the drink you drink after you drink", aiming to reach?
This is a quote from a leaflet dropped in my letter box today:
As mixer or shot chaser, it helps you to enjoy your drinking session without losing control such as vomiting or passing out.
Various
testamonials (
sic) back this up.
I expected 2 wake up and be bedridden all day with 1 huuuge hangover, but woke up feeling fine! There is hope 4 working and studying this year thanks 2 Jiguja! It works!
...Stellenbosch Student
It takes the morning after out of the party, so you can party again...and again...and again.
...Alex Veldman
Just 1 Jiguja @ 2am AMAZINGLY NEUTRALISES 2 days of 2000km travel and a 8 hour party. This is a first for me in my past 20 year social life. UNREAL.
...Shane
It turns out that this is a "
herbal drink originated from the fruit stem (eh?)
of Jiguja tree that grow on Korean peninsula in the unpolluted high mountains."
And that explains everything. The Koreans have the largest expatriate community in Indonesia, generally taking advantage of the cheap labour market in order to exploit this country's resources. They're not a sociable bunch and generally live in apartments. Very few have inter-married Indonesians and those that do have been 'excommunicated'.
Group drinking is a social custom and keeping pace with your boss is a requirement if you want preferment; this is generally done in bars offering karaoke, many of which would be featured by the
Reveller's website if westerners were welcome.
And if you think this sounds like sour grapes, it is. My recent enforced underemployment was the result of a bad korea move. I'm now recovering from that particular hangover without the aid of this particular
Natural Herbal Beverage from the Green Nature.
|
