The Last Word cocktail offers us a very interesting look into the cocktail revival and the evolution of cocktail culture. And we all played a part!
Back in 2004 when Murray Stenson put the Last Word on the menu at Zig Zag, it was an obscure cocktail that practically no one had ever heard about. If you walked into a top cocktail bar other than Zig Zag and asked for a Last Word, the probability is that you would have been met with a blank stare.
Then birder53 posted about it, we started talking about it on eGullet and I started talking about it with my bartender friends at Pegu Club, several of whom were either members or read the eG cocktails forum. Right around the same time, Brian Miller (then at Pegu) returned from spending some time with the Zig Zag guys, and this provided an additional vector of interest in the cocktails they had featured in Seattle.
Before too long, the Last Word spread among internet cocktailians from the eG Forums, and among NYC cocktailian bartenders and their clients from Pegu Club. With a year or so, everyone knew about it.
Riffs such as Phil Ward's "Final Ward" made it onto the featured list at Pegu Club.
Roughly three years after this thread started, the Last Word was considered by many to be an "established classic" -- so much so that
cocktailians might assume most any cocktail bar worth its salt would know the drink as of 2007.
It's a long way from virtually unknown to classic to basis formula for modern classic-style cocktails in three or four years.