This is a best practice from my time as the Diageo's On-Premise Activation Specialist for their premium portfolio. One of the brands I was the Ambassador for was Don Julio, and I was especially trying to get people to purchase 1942 which is their very very premium product.
Tequila purists would clutch their pearls to think about blending 1942 in a mixed drink - pearls before swine - but I found that a 1942 margarita was a shockingly good seller on the menus in Toronto.
The important factor was that we called it the "Expense Account" margarita and charged $40 for a single. It takes the sting out of an expensive item when you make the joke directly.
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