beans Posted November 27, 2004 Share Posted November 27, 2004 SAUMUR, France There are few business models for marketing a product that has been banned and blamed through the decades for an assortment of miseries, from serial murders and insanity to the careless brush strokes of Vincent van Gogh. But absinthe makes a seller try harder - especially since this fabled jade-colored aperitif of fin-de-siècle Paris is finally coming back to holdouts like Switzerland and the Netherlands, which are only now dropping near-century-long bans that most other West European countries eliminated in the 1980s. Nicknamed the Green Fairy, the original absinthe was a potent blend of mountain herbs soaked in 170-proof alcohol - and the muse of artists and writers like van Gogh, Paul Gaugin, Pablo Picasso and Ernest Hemingway, whose semiautobiographical character Jake observed wearily in "The Sun Also Rises" that "absinthe made everything seem better." Now, a group of American, French and British business people, operating under the Jade Liqueurs brand, is trying to make absinthe better, and to widen its appeal. They have embarked on a quixotic quest to recapture the heady taste of the 19th century, guided by rare bottles of pre-prohibition absinthe discovered in a Corsican cellar. Full article can be found here. Cheers! Quote Link to post Share on other sites
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