In the book.
20 ADS THAT SHOOK THE WORLD
The Century's Most Groundbreaking Advertising and How It Changed Us All
It talks about how ABSOLUT launched an ad campaign that made people want to buy vodka that normally would not have bought it because it this type of a liquor. It also referred to gin as being this as well.
It's a word that coins it as being a liquor/spirit that is normally drank as mixed with something else rather than straight unlike beer or wine.
The word is in the book but I can't remember it. I saw the key ads displayed at the American Museum of Advertising and Design in Milwaukee, WI.