Absinthe makes the ... ~ Brand Mix

Sunday, November 25, 2007

Absinthe makes the ...

Banned for 100 years, absinthe is making a comeback with two brands, Lucid and Kubler now available for sale in the U.S. and many more available in Europe. Few products have such a wealth of lore:

1) It was banned
2) Its association with numerous writers, poets and artists including Oscar Wilde, Manet, van Gogh and, more generally, with fin-de-siecle Paris
3) Its mystery ingredient, wormwood and its alleged hallucinogenic properties
4) Its preparation in a theatrical ritual with specialized spoons
5) Its unique green color
6) The many ways names it has been given like the green fairy, emerald witch and bottled madness

Collectively these create a mystique and reputation difficult to match but mostly based on tradition and heritage. It will be interesting to see whether this richness of history works its magic on today's consumers.

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