Show your Malört Face?

A few weeks back, I attended a Chicago-themed literary event/anniversary party at Underground Wonder Bar.  One of the evening's ongoing jokes (that were over my head) revolved around Jeppson's Malört, an "aggressively unpalatable" alcohol sold only in Chicago.
After each speaker, the emcee would casually mention the Malört girls at the far end of the bar, how we gotta try the Malört and show our Malört face.  Malört this, Malört that.  He had a devilish twinkle in his eye; He was pushing the Malört so hard that I got the feeling the invitation was more like a dare, that drinking this Malört would put hair on my chest (if I were a boy).  It would be a rite of passage.  Time would be referred to as B.M. (Before Malört) and A.M. (After Malört).

Well, I wasn't so far off... Your manhood (or womanhood) is challenged the moment you contemplate drinking Malört. They have the audacity to print this on their label. (It's kind of like reverse psychology.)

"Most first-time drinkers of Jeppson's Malört reject our liquor. Its strong, sharp taste is not for everyone. Our liquor is rugged and unrelenting (even brutal) to the palate. During almost 70 years of American distribution, we found only 1 out of 49 men will drink Jeppson's Malört after the first ’shock-glass. 

During the lifetime of our founder, Carl Jeppson was apt to say, 'My Malort is produced for that unique group of drinkers who disdain light flavor or neutral spirits.'

It is not possible to forget our two-fisted liquor. The taste just lingers and lasts - seemingly forever. The first shot is hard to swallow! PERSERVERE [sic]. Make it past two 'shock-glasses' and with the third you could be ours...forever"

Wow, so, why are we drinking this?!

After further investigation, I discovered there is a mini Malört reawakening! Take a gander at what these publications are saying about Malört:

• Chicago Reader April 2009 "It's never been available outside of northern Illinois. But here it persists in many watering holes as a tool of cruel pranksters or a test of one's appetite for punishment." 
• The Onion AV Club November 2009 Taste Test: Jeppson's Malört "It has an initial nail-polish-remover flavor, and then… nothing. Then it tastes like a cigarette got put out on your tongue." and "Reminds me of that time I chewed a Tylenol Gelcap. It puts a little stain on your soul that won't wash off."
• And the crown jewel... Flickr group Malört Face, a place to post pictures of peoples' faces after they drink Jeppson's Malört.  

I leave you with these mugs in mind: