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.

Leave a Reply

If that's interesting, how about these?

ABM and Gallo develop tonic syrup for bartenders

American Beverage Marketers has partnered with drinks expert Giuseppe Gallo to more...

Unmissable exhibitors at IAADFS 2017

For the final IAADFS Duty Free Show of the Americas in its current form, taking more...

Devils River Whiskey debuts with grain focus

President of the Texas Distilled Spirits Council Mike Cameron has launched more...

Brown-Forman bolsters TR whiskey line for IAADFS

Brown-Forman Global Travel Retail has launched recent brand development more...

Fever-Tree celebrates 'exceptional' FY results

Premium tonic and mixer brand Fever-Tree has hailed an "exceptional year of more...

The week in pictures

This week Javier Bardem took a tour of Speyside's Strathisla Distillery, more...

Deep Eddy Vodka hits one million case sales

Heaven Hill Brands-owned Deep Eddy Vodka has exceeded one million annual case more...

Sidney Frank rebrands as Mast-Jägermeister US

Sidney Frank Importing Company has changed its name to Mast-Jägermeister US more...

Rum's renaissance 'a complex picture of growth'

Rum might be the last spirit category to truly go premium, but there’s more...

Tanqueray: a brand history

From humble beginnings in London, Tanqueray has grown to be one of the biggest more...

Spirit of Speyside to host 'whisky cache'

The Spirit of Speyside Whisky Festival will this year host a geocaching event more...

Top 10 coffee-flavoured spirits

Coffee in hand, The Spirits Business explores the growing world of the more...

Partridges to launch Chelsea Flower Gin

In celebration of its 45th anniversary, London-based grocery store Partridges more...

Jack Daniel's rolls out Southern Peach RTD

Jack Daniel’s has partnered with R&B singer K Michelle to introduce a new more...

Johnnie Walker rolls out Blenders’ Batch in US

Blended Scotch brand Johnnie Walker is to introduce its “experimental” more...

Martell unveils VS Single Distillery

Pernod Ricard-owned Cognac house Martell has released a new expression more...

Baijiu category beats whisky on value

The global baijiu category has overtaken whisky to become the most valuable more...

Tito's to plug distribution gaps in Asia

The team behind Tito’s Handmade Vodka has said its key aim around the TFWA more...

Walsh Whiskey launches Irishman cocktail comp

Walsh Whiskey has partnered with UK importer Emporia Brands to launch its first more...

Lindores Abbey Distillery launches members' club

Lindores Abbey Distillery in Fife has opened sales for its Preservation more...