By Elizabeth Ladzinski
DNAinfo Reporter/Producer
MIDTOWN EAST — Men across Manhattan, particularly those in the vicinity of Madison Avenue, are prepping for Sunday's premiere of the fourth season of "Mad Men" — and all the Scotch that will flow along with it.
Set in the 1960s, the series focuses on the lives of men who work at the fictional Sterling Cooper advertising agency on Madison Avenue. Jon Hamm plays the conflicted lead role of Don Draper, who is often found drowning his sorrows — or enhancing his celebrations — with cigarettes, women, and of course, the omnipresent tumbler of Scotch.
"Every time a season of 'Mad Men' comes on, I always start drinking way more Scotch," said Henry Habgood, who works on Madison Avenue but did not want to reveal the firm he works for.
Justin Manaloto, who works at 53rd and 6th Avenue, also said that Scotch and 'Mad Men' go hand in hand.
"I cannot wait to see what Don Draper does next, see how many drinks he'll have a day in one episode," Manaloto said. "I pretty much try to live my life the way he does."
Dino Laverghetta, Republican Congressional Candidate for the 14th District, is also a "Mad Men" fan.
"My wife and I are gonna take a little break from the campaign, invite some friends over and have a little 'Mad Men' party this Sunday," Laverghetta said, adding that he expected there would be plenty of Scotch flowing at his home during the season premiere.
"Mad Men" will also premiere on a big-screen in Times Square. Starting at 7 p.m. on Sunday fans can play "Mad Men" trivia and participate in a 1960s costume contest.
Vintage clothing shop Metropolis has also caught "Mad Men" fever. The store is encouraging customers who are attending the Times Square costume contest to buy 1960s vintage suits from them.
The series is set to premiere on Sunday at 10 p.m. on AMC.
