Distilleria Bottega is considering the possibility of associating the everlasting myth of Marilyn Monroe with the image of the grappa, a distilled liqueur which has won over the female public over the years.
The slogan "Grappa Alexander, forever young" is an ideal blend of the company trademark and the beautiful blond icon, who has left her indelible sign in the collective imagination. Beyond the pillars of Hercules of the year 2000, Marilyn Monroe continues to be the epitome of seduction and has really remained forever young. In the same way the grappa which contains the beneficial properties of the grape, if consumed in moderation, aids digestion, protects from coronary artery disease and stimulates the conviviality, helping the organism to keep itself young.
The initiative of Distilleria Bottega comes from a sentence of the district court of Los Angeles which liberalised the rights on the image of Marilyn. Indeed, Judge Margaret Morrow declared that when she died Monroe was resident in New York and not in Hollywood in California. A crucial difference, because according to the law of New York the rights of a celebrity end when they die. In California, on the other hand, they are always passed on to their heirs. American law thus makes Marilyn a real heritage of humanity.
Therefore, the image of Monroe connected to grappa Alexander is not a desecrating exercise in itself, but concrete evidence of the eternity of a myth.
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