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Can Americans Learn to Love China’s Favorite Booze?

Baijiu, which is typically bottled between 100 and 120 proof (compared to roughly 90 proof for whiskey), is fermented in mud pits or jars buried underground, distilled, and aged in clay vessels. The drink is often divided into four different “fragrance” categories: sauce (as in soy), rice, light, and strong. In its best iterations the flavor notes range from smoky, not unlike mescal, to fruitcake, like sherry-cask-aged whiskey. Mike and Eric are novice baijiu drinkers, and our first taste does not bode well. While I find the shot to be surprisingly smooth and fruity, at least as far as baijiu goes, I notice a grimace on Mike’s face. I can tell he’s struggling for something to say. “It’s got a pine-nut thing going on,” is all he musters.

Mitch Moxley, writing in California Sunday magazine about baijiu, China’s national drink. Made from sorghum, this clear white spirit lubricates social gatherings and facilitates business, and few Americans have heard it. Those who have tasted it rarely want more, though businesses in both China and the U.S. are trying to change that.

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Buddy Guy and the Inequity of Musical Fame

Guy heads into his living room and points out some of his favorite memorabilia collected over his 60 years in the business: a photo of him grinning onstage with Clapton at the Royal Albert Hall in 1990; a thank-you note from Mick Jagger for appearing in Shine a Light. There’s a photo of Guy with his family and the president and first lady from the first of four times Guy was invited to the Obama White House. “He’s from Chicago, so he knows,” Guy says of Obama. “As soon as he put his arm around me, I said, ‘Mr. President, it’s a long way from picking cotton to picking the guitar in the White House.’ And we laughed.”

Guy points out a painting of Hendrix, and tells the story of the day Hendrix brought a reel-to-reel recorder to tape Guy’s guitar workshop at Newport. “Everyone was saying, ‘Hendrix is here,'” Guy says. “I’m like, ‘Who?’ We went back to the hotel and played until the sun rose. He was so damn good, so creative.”

Next to that is a painting of Stevie Ray Vaughan, playing his guitar behind his back — a trick he learned from Guy. “That one’s priceless,” he says. Vaughan had been a fan ever since he heard Guy singing and playing alongside Wolf and Waters on the 1963 American Folk Festival of the Blues LP as a kid. Whenever Guy played Antone’s nightclub in Austin, he invited Vaughan and his older brother Jimmie onstage. “He became like a big brother to us,” says Jimmie. “It was such a trip.” Guy played with Stevie Ray at Wisconsin’s Alpine Valley in 1990 — Guy took a different helicopter back to Chicago; Vaughan’s helicopter crashed, killing him and four others.

Patrick Doyle, writing in Rolling Stone about the life of trailblazing bluesman Buddy Guy, a brilliant guitarist and longtime Chicago club manager whose influence is as sweeping as Howlin’ Wolf’s, B.B. King’s and Sonny Boy Williamson’s, but whose name isn’t as recognizable.

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How the Emperor Became Human (and MacArthur Became Divine)

The sun goddess Amaterasu, the divine ancestor of the Emperors of Japan, emerging from a cave. Via Wikimedia Commons.

Victor Sebestyen | 1946: The Making of the Modern World | Pantheon Books | November 2015 | 23 minutes (6,202 words)

Below is an excerpt from 1946, by Victor Sebestyen, as recommended by Longreads contributing editor Dana Snitzky.  Read more…

‘Don’t You Write Anything Happy?’: Chinelo Okparanta on Learning from Public Readings

Once, I did a reading in New York where an older lady came up to me afterwards and said, “Your writing is beautiful, and there’s no doubt you’re a great writer, but I’m sorry I won’t be reading any more of that story. That was just too painful for me.” Then, a year or two later, I did a reading in Florida where another lady raised her hand and asked, “Don’t you write anything happy?” After a couple more of those, it finally clicked. I realized that for many people attending a reading is like watching television at the end of a long day. They don’t want to be sad. They want to laugh. Chances are they’ll pick the sitcoms over the horror movies. This writing business is all about learning. So I learned. I learned that, while one’s larger body of fiction can have quite a bit of sadness and conflict and tragedy in it (and in fact, most good fiction does), in a reading environment, the average audience member seems able to tolerate only a little bit of sadness. They’d much rather the reading be sexy, funny, intelligent, and witty. But little to no sadness. Life is hard these days. There’s more than enough sadness in the world, so I certainly can’t blame them.

At The Rumpus, en route to the Wordstock Festival in Portland, Nigerian writer Chinelo Okparanta–author of the recently released novel Under the Udala Trees, and the 2013 story collection Happiness, Like Water–talked to Ryan Krull about waiting until stories feel ready to be written, trying not to bum out the people who come to readings, and Americans’ naivete about the dangers faced by LBGTQ people in other countries.

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Looking for Raymond Chandler’s Los Angeles

Hollywood, 1923. Photo: Library of Congress

Judith Freeman | Pantheon Books | December 2007 | 38 minutes (9603 words)

Judith Freeman traces Raymond Chandler’s early days in Los Angeles and his introduction to Cissy Pascal, the much older, very beautiful woman who would later become his wife.  This chapter is excerpted from Freeman’s 2007 book The Long Embrace: Raymond Chandler and the Woman He Loved, which Janet Fitch described as “part biography, part detective story, part love story, and part séance.” Freeman’s next book—a memoir called The Latter Days—will be published by Pantheon in June 2016.

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Exorcism and the Catholic Church

Although there are several types of exorcism, the one most commonly imagined in popular culture is the solemn or “major” exorcism, a ritual to rid a possessed person of the demon or demons that inhabit their body—not merely a prayer for spiritual healing. Solemn exorcisms can be performed only by Catholic priests, and only then with the express permission of a bishop. Exorcism is not one of the seven Catholic sacraments, but the ritual is sacramental, meaning that the rite’s success is not dependent on the formulaic approach common to Catholic sacraments, but rather the exorcist’s faith and the authorization of a bishop.

In light of the Vatican’s concerns over heightened demonic activity around the world and the apparently urgent need for more exorcist-priests, training courses have been offered to equip the next generation of exorcists with the spiritual knowledge they need to expel demons from their non-consensual hosts. More than 170 priests and laypersons alike gathered in Rome for the most recent course, which was held at the Sacerdos Institute, an organization of priests affiliated with the Pontifical Athenaeum Regina Apostolorum, an educational institute of the Catholic Church. The course, which costs around $330, covers numerous topics, including the theological, liturgical, and canonical aspects of exorcism, as well as its anthropological history, its potential place within the criminal justice system, plus medical and neurological issues surrounding demonic possession.

—Dan Shewan, writing for Pacific Standard about the business of exorcism. The casting out of demons has also become a lucrative cottage industry outside of the Catholic Church, with dozens of self-styled exorcists plying their trade across America, as detailed in Shewan’s piece.

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Why Are Bras So Expensive?

Photo: AJ Batac

Cora Harrington, bra expert behind The Lingerie Addict, has seen both sides of the issue blossom as a consumer and consultant to brands. As a black woman operating as a blogger in the lingerie industry, she has a particular investment in the success of the one brand that is producing bras for her skin color. “Fast fashion always offers a discount and it makes people think sales are the norm. There’s a secrecy in the American market: you should get whatever you want, this should be on sale, the customer is always right. That’s not the case in lingerie. Let’s stop this trend of penalizing minority businesses because they don’t have access to the same resources as majority-owned corporations. If your budget can only stretch to Target, petition Target to carry bras in a range of hues. Ask Wal-Mart to carry some brown bras. Hit up the H&M Facebook page, and start tweeting at Forever21. But while we’re being honest, let’s talk about what’s feasible for a new brand, and acknowledge the business reality that cheap bras are something only a few global conglomerates can actually afford. Independent design is a different world, and the story is so much more complex than it’s given due.”

— Beauty writer (and lover of lingerie) Arabelle Sicardi writes at Racked about the small, independent designers and boutiques struggling to provide quality underthings in the face of climbing costs and customer entitlement.

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How Burger King Generates Buzz on a Budget

Burger King likes being edgy, Schwan says, and it has proved that it doesn’t mind doing things that might make other brands blush. In August, as the company pushed a new spicy version of its chicken fries—a cult favorite the chain returned to the menu after a flood of social media requests—it tweeted a picture of what appeared to be a stack of pornographic magazines. The skin books, their cover images blurred, were set next to a box of Fiery Chicken Fries, and the tweet read: “Hotter than your summer reading list. #fierychickenfries.” Less than a week later, a similar tweet featured blurred-out images of bikini-clad women with this message: “Hotter than your browsing history.”

In an age when office chatter has moved from last night’s TV episode to the latest viral video, part of Burger King’s marketing advantage has been its willingness to move quickly to exploit a constantly churning Internet news cycle. After the company reentered France in 2013, following a 16-year absence, social media there were besieged with negative comments from French customers complaining about long lines at the restaurants. Burger King didn’t waver in the face of the apparent customer service crisis. Instead, it printed some of the “angry tweets” on construction panels at the new locations as proof it had heard the negative feedback. That gambit generated millions of retweets, won a marketing award, and again showed Burger King to be a brand that isn’t afraid to ignore conventional wisdom. “The better it is you understand what you stand for, the easier it is to react quickly,” Schwan says.

Craig Giammona, writing in Bloomberg Business about how the Burger King chain’s bolder, racier viral marketing strategy is increasing sales by using social media to integrate itself into pop culture, and it’s doing it for less money.

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The Most Haunted Road in America

Greetings from Clinton Road, N.J.
Illustrations by Matt Lubchansky

Taffy Brodesser-Akner | Atlas Obscura | October 2015 | 20 minutes (4,944 words)

Atlas ObscuraOur latest Exclusive is a new story by Taffy Brodesser-Akner, co-funded by Longreads Members and published by Atlas Obscura.

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In a part of New Jersey where snakes slither slowly across a road, still coiled and yet somehow still moving; in a part of New Jersey where an insect that looks like a miniaturized bat sits on your windshield, menacing you while you make a sound that doesn’t sound quite like you from inside your car; in a part of New Jersey with a disproportionate amount of road kill in an already highly populated-by-road kill state; in a part of New Jersey where your phone cannot, will not pick up any kind of signal; here, in West Milford, in the county of Passaic, lies Clinton Road, a 10-mile stretch of haunted highway. Read more…

Hell—Nothing Less—And Without End: Six Days in Warsaw

German soldier setting fire to a building in Warsaw, September 1944. Via Wikimedia Commons.

Miron Białoszewski | A Memoir of the Warsaw Uprising | New York Review Books | translated from the Polish by Madeline G. Levine | October 2015 | 37 minutes (10,141 words)

Below is an excerpt from A Memoir of the Warsaw Uprising, by Miron Białoszewski, as recommended by Longreads contributing editor Dana Snitzky. Originally published in Poland in 1970, in this new edition translator Madeline G. Levine has updated her 1977 English translation, and passages that were unpublishable in Communist Poland have been restored. Read more…