What is Barolo Chinato

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From our current newsletter:

Barolo Chinato Cocchi, Piemonte $29.99 / 500ml in Gift Box
One of the more extreme potations we carry, this is a very traditional digestif made by fortifying Barolo to port-like strength and sweetness then kicking it up several notches with aromatic spices (rhubarb stems, ginger root, star anise & cardamom to name a few) and a little quinine to keep it from being cloying (plus cure the odd case of malaria!). Ok, if this is so weird, why did TWO different people buy CASES of it after the tasting????