If it weren’t for the disappointing video I would never have followed the link to the NYT entry to happily discover they finally understood it: yes, cocktails should be strong. Not because we like our booze, but more because it’s tradition.

It all dates back to when cocktails became popular and why they became popular: the 20s, the era of the great prohibition. Alcohol was disgusting, import quality was barely drinkable and bartenders went on the search to improve the drinks. Born were classic cocktails.

As for the video… on the continent better mixologists have been shaking their classics that way since at least 20 years.