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Pernod Launch

Pernod Launch

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Categories:Topics, Art & Design
Published by: thethinkingbartender on Aug 29, 2010
Copyright:Attribution Non-commercial


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FOR IMMEDIATE RELEASEContact Information:Shawn KelleyPernod Ricard USAShawn.kelley@pernod-ricard-usa.com 914.848.4816Liz BenyonNOVA Marketing Serviceslbenyon@optonline.net 203.254.8225
Purchase, N.Y., (date)
– Pernod Ricard USA, a leading producer, importer and marketer of  prized spirits and wine brands in the United States, today announces the launch of PernodAbsinthe, a revival of Pernod Fils, the original and most authentic absinthe ever produced. Thelaunch comes just months after the Alcohol and Tobacco Bureau approved the sale of absinthe inthe U.S. following a 92 year ban of the higher proof spirit product.“Pernod Absinthe has a rich history beginning in the early 1800’s 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 PernodAbsinthe consisted of 65-75% alcohol. Pernod Fils quickly gained a distinct reputation aroundthe world and became the favorite drink among the cultural elite including Picasso, Van Goghand Monet. At the close of the 19
century, during the industrialization period and at a timewhen modern marketing and advertising techniques were taking hold, Pernod’s success reachedits 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 controversysurrounding the sometimes dangerous effects elicited by lower quality absinthes. The PernodCompany closed its doors for five years only to reopen when a new wormwood- free Pernodrecipe was developed.
 Pernod Absinthe is a high proof spirit distilled from Grand Wormwood, fennel and anise. Itsunique light green hue, herbaceous nose and creamy sweet anise dominant taste characteristicscome directly from these three plants.“This is an exciting time for Pernod Ricard in the U.S.,” added Patrick Piana, Senior VicePresident of Marketing for Pernod Ricard USA. “We have reformulated and are reintroducingPernod, the product that started it all for our company over 200 years ago. Since then we haverisen to become the second largest spirits company in the world. It is such an honor to return toour roots and offer our U.S. customers this amazing, superior quality brand created in thetradition of the original Pernod Absinthe. No competitor comes close in terms of quality andheritage.”Pernod Absinthe will launch at retail and on-premise in July, 2008. A range of marketing toolsincluding on and off-premise POS materials that play on the compelling brand history andidentity of the original Pernod Fils will be available. Special events tied to the arts in selectmarkets will help introduce consumers to the superior quality and unique taste of PernodAbsinthe. Event participants will be treated to observe the unique Absinthe serving ritual inwhich ice cold water is dripped over a sugar cube that is suspended on a perforated spoon abovethe glass of Pernod Absinthe.“Pernod Absinthe is not only the best quality absinthe available but its rich history and uniquereputation 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’scharacteristics (see below) and we are ready to reclaim our position as the best selling absinthe inthe world.”Pernod Absinthe will be available in a 750ml size and will retail for a suggested price of $69.99.Visit
for more information on Pernod Absinthe.
Pernod Absinthe RecipesLe Deuce
In a Martini Glass2 Pernod Absinthe soaked sugar cubes

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