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On its own, the word mixology just feels pretentious. I get it. The image it evokes is of some bearded, bow-tied hipster bartender turning his nose up while shaking your $15 drink that's basically an Old Fashioned with some berries and a weird savory component. In fact, I don't think I've met one mixologist in town who wouldn't more readily describe him or herself as a bartender. People who insist on the title generally don't deserve it.
So let's just drop the word for now and focus on the craft cocktail movement as a whole, which hopefully merits a few less eye rolls in your book.
