Press Releases
Pernod Ricard® Launches Pernod Absinthe® and Brings Back a Piece of History
Purchase, N.Y., (June 30, 2008) – Pernod Ricard USA, a leading producer, importer and marketer of prized spirits and wine brands in the United States, today announces the launch of Pernod Absinthe®, a revival of Pernod Fils, the original and most authentic absinthe ever produced. The launch comes just months after the Alcohol and Tobacco Bureau approved the sale of absinthe in the U.S. following a 92-year ban of the higher proof spirit product.
“Pernod Absinthe has a rich history beginning in the early 1800s when Henris-Louis Pernod partnered with Major Dubied to distill Pernod Fils, the first commercially distilled absinthe,” notes Brian Eckert, Pernod Brand Manager for Pernod Ricard USA. “The original Pernod Absinthe consisted of 65-75% alcohol. Pernod Fils quickly gained a distinct reputation around the world and became the favorite drink among the cultural elite including Picasso, Van Gogh and Monet. At the close of the 19th century, during the industrialization period and at a time when modern marketing and advertising techniques were taking hold, Pernod’s success reached its height and the Pernod name became synonymous with high-quality absinthe,” Eckert added. In 1915, the sale of absinthe was banned by the French government due to the controversy surrounding the sometimes dangerous effects elicited by lower quality absinthes. The Pernod Company closed its doors for five years only to reopen when a new wormwood- free Pernod recipe was developed.
Pernod Absinthe is a high proof spirit distilled from Grand Wormwood, fennel and anise. Its unique light green hue, herbaceous nose and creamy sweet anise dominant taste characteristics come directly from these three plants.
“This is an exciting time for Pernod Ricard in the U.S.,” added Patrick Piana, Senior Vice President of Marketing for Pernod Ricard USA. “We have reformulated and are reintroducing Pernod, the product that started it all for our company over 200 years ago. Since then we have risen to become the second largest spirits company in the world. It is such an honor to return to our roots and offer our U.S. customers this amazing, superior quality brand created in the tradition of the original Pernod Absinthe. No competitor comes close in terms of quality and heritage.”
Pernod Absinthe will launch at retail and on-premise in July, 2008. A range of marketing tools including on and off-premise POS materials that play on the compelling brand history and identity of the original Pernod Fils will be available. Special events tied to the arts in select markets will help introduce consumers to the superior quality and unique taste of Pernod Absinthe. Event participants will be treated to observe the unique Absinthe serving ritual in which ice cold water is dripped over a sugar cube that is suspended on a perforated spoon above the glass of Pernod Absinthe.
“Pernod Absinthe is not only the best quality absinthe available but its rich history and unique reputation are sure to get attention and make waves with consumers across the country,” concluded Eckert. “We have developed some great recipes that highlight Pernod Absinthe’s characteristics (see below) and we are ready to reclaim our position as the best selling absinthe in the world.”
Pernod Absinthe will be available in a 750ml size and will retail for a suggested price of $69.99. Visit http://www.pernod.net for more information on Pernod Absinthe.
Pernod Absinthe Recipes
Le Deuce
- In a Martini Glass
- 2 Pernod Absinthe soaked sugar cubes
- (1 part Pernod Absinthe)
- 1 part Stoli Razberi & 1 part simple syrup
- Shaken and strained into the Martini glass. Topped with at least 1 part. Brut Champagne
Fruit Loosh
- Muddled berries (red raspberries, blackberries) with 1 part Pernod Absinthe
- Drip ice cold water over sugar cube
- Dash Cassis and garnish with whole red raspberry
Pernod Peche
- 1 part Pernod Absinthe with peach chunks in glass
- Pour water shaken 1 part Hiram Walker Peach Schnapps
- Over sugar cube / spoon
Gauguin’s Garden
- Diced cucumbers and Pernod Absinthe in glass
- Ice cold club soda
- Garnish with cucumber wheel on rim
Pernod Ricard USA urges all adults to accept responsibility when considering consuming alcoholic beverages. For more information, please visit: http://www.acceptresponsibility.org/
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About Pernod Ricard USA
Pernod Ricard USA, based in Purchase, N.Y., is a leading producer, importer and marketer of prized spirits and wine brands in the United States and is one of the fastest growing subsidiaries of the world’s #2 spirits company and #4 wine company, Paris, France-based Pernod Ricard, S.A. The completion of Pernod Ricard’s acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company’s sales value and market share. The company is now the third largest in the U.S. spirits industry by sales value and the fifth largest by sales volume in the U.S.
Pernod Ricard USA's leading brands include Kahlúa® Liqueur, Chivas Regal® Scotch Whisky, Seagram's Extra Dry Gin®, Malibu® flavored Rum, Stolichnaya® Vodkas, Jameson® Irish Whiskey, The Glenlivet® Single Malt Scotch Whisky, Wild Turkey® Bourbon, Beefeater® Gin, Hiram Walker® Liqueurs and Martell™ Cognac, as well as Jacob's Creek® and Brancott Estate® wines, Perrier-Jouët® Champagne, GH Mumm® Champagne and Mumm Napa® wines, and Pernod® and Ricard® Liquors.