Slide 1

r 10 Things you didn't know about Absinthe and La Clandestine Slide 2 Absinthe originated as a medicinal drink in the late18th century in Val-de-Travers, Switzerland and the first absinthe distillery was established in Couvet, Switzerland in 1797. Why here? "TERROIR." Things you didn't know about Absinthe: 1 Swiss origins and Terroir Slide 3 Mre Henriod and 2 daughters are recognised to have made the first drink we would know as absinthe. Several women absinthe moonshiners in Switzerland kept absinthe alive after the ban; Swiss women are involved in absinthe creation today. Things you didn't know about Absinthe: 2 Importance of women Slide 4 The Green Fairy was not always green: it is highly probable that clear or blanche absinthe was made and sold before any verte absinthe: in the same way that wine preceded champagne. Things you didn't know about Absinthe: 3 Clear or blanche absinthe came first Slide 5 Things you didn't know about Absinthe: 4 The best absinthes were called Suisse Even if some of them were French! Slide 6 Good absinthe is NOT distilled with artificial colouring. Absinthes with artificial colouring in late 19th century France were recognised as the lowest quality products, coloured green to save money and time in the production process. Calling artificially coloured absinthes "green absinthes" is like saying its OK to add red colouring to white wine and then call it red wine! Things you didn't know about Absinthe: 5 Good absinthes don't use artificial colour Slide 7 Absinthe boomed and died (and was later re-born) helped by a series of accidents. It was chosen as a medicinal supplement to protect French soldiers in Algeria. It became a replacement for wine and cognac when phylloxera decimated Frances vineyards from 1868 onwards. Under-supply led to fake absinthe. Its success and a few accidents arising from alcoholic over-indulgence led to its ban... Things you didn't know about Absinthe: 6 Boomed and died accidentally Slide 8 Wine companies trying to re-establish their businesses sided with the Temperance Movement in spreading false propaganda about absinthe. There were instances of alcohol over-indulgence, for which absinthe was blamed. The Ban: Why? Slide 9 When absinthe production was banned in France and Switzerland, the French complied, moving absinthe distilleries to Spain and then producing pastis and.... Things you didn't know about Absinthe: 7 The French stopped... Slide 10 The Swiss bypassed the ban, and carried on producing "underground." They have thus maintained what is now about 220 years of continuous production of absinthe. Charlotte Vaucher was one of several famous Swiss moonshiners producing absinthe after 1910. Her 1935 clandestine creation became famous in the region, and after she died, Claude-Alain Bugnon bought the recipe, producing it illegally until 2005. Things you didn't know about Absinthe: 7 The Swiss continued! Slide 11 Absinthes were effectively re-legalised across Europe ACCIDENTALLY when the EU standardised the use of additives in food and drink from 1988 onwards. The impact of this as far as absinthe was concerned was only realised in France about 11 years later! Leading to global re-legalisation by 2007. Things you didn't know about Absinthe: 8 The EU accident! Slide 12 We do not make absinthes that will help you see green fairies: absinthe is no more likely to cause any effects than any other strong spirit. While there is a naturally occurring substance in absinthe called thujone and while this can, theoretically, have effects, youd have to drink so many bottles of absinthe to get them, youd die of alcohol poisoning long beforehand. Things you didn't know about Absinthe: 9 The Green Fairy does not exist Slide 13 Making absinthe has nothing to do with making a product to be burnt. The so-called "burning ritual" has no historical basis. Things you didn't know about Absinthe: 10 Absinthe is not made to be burnt Slide 14 La Clandestine Hand-crafted in the birthplace of Absinthe Slide 15 Distilled in 88 litre batches in the village where absinthe was born. When absinthe was banned in Europe, the Swiss ignored the ban and began "underground" distilling. La Clandestine is based on the 1935 recipe of Charlotte Vaucher, a local moonshiner. Claude-Alain Bugnon, a resident of the Val-de-Travers area, gave up his industry job in 2000 to take up the local hobby. He soon developed a reputation with US absinthe lovers who bought his clandestine for more than $200! La Clandestine was launched in Switzerland in 2005, in UK in 2007, in USA/Canada in 2008. A favourite of absinthe lovers in 25 countries. Slide 16 La Clandestine is a favorite of:- Absinthe professionals (4 Golden Spoons at the Absinthiades, the Absinthe "Oscars"). The absinthe connoisseur community (e.g. Wormwood Society) More casual absinthe lovers (surveys) Mixologists/beverage writers (1 of just 4 absinthes recommended in all three 2010 Absinthe Cocktail books). Slide 17 La Clandestine La Clandestine is a favorite of Absinthe professionals (Absinthiades). The absinthe connoisseur community (e.g. Wormwood Society) More casual absinthe lovers (see research), and Mixologists/beverage writers (1 of just 4 absinthes recommended in all three 2010 Absinthe Cocktail books). La Clandestine is exceptional value La Clandestine: Almost uniquely versatile Recommended Slide 18 C = La Clandestine, loved by Connoisseurs as well as by those just Commencing their absinthe journey. "Almost uniquely versatile," La Clandestine works well in either the Classic serve or in any absinthe Cocktail. Slide 19 Perfect Pour Classic Cocktails Modern Mixes Slide 20 Perfect Pour Slide 21 So why Absinthe? Important and opinion-forming consumers Absinthe consumers in the USA and elsewhere drink more spirits (c. twice the US average), and spend much more (up to 10 times the US average). They enjoy absinthe the traditional way and in cocktails. They are sophisticated drinkers who are drinking to savour/enjoy. Key trade customers Top mixologists around the world love working with absinthe, both to re- create classic cocktails and to create 21st century cocktails. Progressive off-premise retailers like to offer a wide range (many US retailers stocking 15+ absinthes). Good margins on premium absinthes and on cocktails. Overall Most multi-nationals and big importers are not yet in, or committed to the sector: an opportunity & door-opener for entrepreneurial cos. Many better absinthes are artisanal: in line with overall drinking trends. "To some tastes, a cocktail is much improved by the addition of 2 or 3 drops of Absinthe." C.F.Lawlor, The Mixicologist, 1895. Slide 22 Absinthe and Cocktails 104 Absinthe Cocktails (1930) The Chrysanthemum Corpse Reviver # 2 The Sazerac Absinthe Frappe Slide 23 Absinthe and Cocktails Modern Mixes Slide 24 Signature Drinks Death in the Afternoon (created by Hemingway) 1 jigger of absinthe added to a champagne flute Add iced champagne until it attains the proper opalescence. Add a touch of simple syrup if using very dry sparkling wine. Slide 25 The Clandestino Caipirinha with La Clandestine instead of cachaca. Signature Drinks Slide 26 A few Best Practice Ideas Consumer Masterclasses Absinthe Dinners Flight promotions Date-related activity, e.g. Valentines, Van Goghs birthday etc. Wedding Parties/Promotions. Slide 27 Absinthe with food Slide 28