La Fée reinforces position with Absinthe Blanche launch

11th May, 2012 by Becky Paskin

British Absinthe brand La Fée is to launch a second Blanche expression across the UK this month, ahead of a global roll-out.

La Fee Absinthe BlancheThe La Fée Absinthe Blanche, a white spirit distilled with eleven natural herbs including grand wormwood, anise and fennel, is the second spirit to be endorsed by Marie-Claude Delahaye, founder of The French Absinthe Museum in Auvers-sur-Oise, along with La Fée’s Absinthe Parisienne.

Unlike its Verte counterpart, La Fée Blanche is a lighter, sweeter and “more feminine” expression with a lower alcohol content (53%ABV) designed to be drunk without sugar.

The absinthe is being distributed in the UK on- and off-trades by Cellar Trends and is currently available at World Duty Free stores in seven airports around the country. Its launch will continue in Australia, Spain, Portugal, the Balearic Islands and Paris over the coming months, and the US by December.

George Rowley, founder of the La Fée brand and the man widely recognised for bringing the return of absinthe to the world following its notorious outlawing in France in 1915, said: “The ban on the sale of absinthe in France was lifted in May last year and that was probably the catalytic point of it becoming a global category. Off the back of that I thought it was perfect timing to do another project with Marie-Claude Delahaye and reinforce our position against the activity coming out of Switzerland. We wanted to bring back some of the traditional Blanche once produced in France, the process of which took a year.”

La Fée Absinthe Blanche also joins NV Absinthe Verte, La Fée XS Francaise and La Fée XS Suisse in the group’s portfolio.

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