Sunday, 23 December 2007

Real Absinthe: 2007 Review & 2008 forecast

To say that 2007 has been an interesting year for real absinthe would be something of an understatement.

2007 was the year that real absinthe returned to USA bars and shops for the first time in nearly a century. First Lucid from France, and then Kübler from Switzerland.

And more followed. The month before Christmas saw American-made absinthe arrive in San Francisco and locally-distilled absinthe hitting the Canadian market too!

St. George Spirits Absinthe Verte hit the headlines at the end of the year with the press featuring pictures outside the San Francisco distillery.

This photo shows the "St. George Tactical Alcohol Consumption Squad" hard at work!

And yet when 2006 moved over to allow 2007 in, there was no sign that absinthe would become as freely available in the USA as it is now.

Absinthe lovers at the main absinthe forums had enjoyed long debates about La Fée X.S.; they had complained about the £/$ exchange rate, the San Francisco Absinthe Party was raided, and then on January 3rd, the New York Times prophetically ran an article entitled Trying to clear absinthe's reputation.

The Real Absinthe Blog started operations on January 14th, 2007, followed 12 days later by the Czech Absinthe blog. A growing number of bloggers chronicled developments throughout 2007: by December 2007 there were well over 20 regular absinthe blogs offering their writers' perspective on the absinthe business, absinthe events on several continents, with the occasional foray into absinthe's cloudy - one could call it louched - history.

February saw the story of the USB Absinthe Spoon.

Unfortunately this seems to have been a hoax, but we all enjoyed reading about it.

On March 1st, the second anniversary of absinthe going legal in Switzerland, the San Francisco absinthe party organiser heard that no charges were to be made against him (he eventually got his absinthe back!).

And on April 29th, the New York Times broke the Lucid story. The men behind Lucid, Ted Breaux and Jared Gurfein, did not reveal too many details at that stage about Lucid, and this may have been responsible for some of the more ridiculous speculation as to whether it was real absinthe, what the thujone content was, etc. Ultimately the creators of Lucid had the last laugh as it became clear to most neutrals that Lucid was very real with a thujone level that may have counted as zero as far as the US authorities are concerned, BUT that this allows a level of up to 10 ppm of thujone ... exactly the same as any real absinthe in Europe.

In May, the forums and blogs were busy debating Lucid, with the Czech "absinthe" blog beginning its long misinformation campaign on the brand and on Ted Breaux.

June saw the Boveresse absinthe festival in Switzerland.

Two of absinthe's most famous distillers (Ted Breaux and Claude-Alain Bugnon) are shown at the event where the latter's Angélique was launched.

I enjoyed July but not for England's terrible weather! This was the month where I published my interviews with Hiram of the Wormwood Society and Louched Liver of the Louched Lounge. More significantly it was the month of Tales of the Cocktail in New Orleans, an event which saw many of America's absinthe lovers get together for work and for play.

August and September were superficially much quieter, but behind the scenes absinthe distillers were preparing for new events in the USA, and absinthe consumers - especially in the USA - could hardly begin to believe what was happening with news of more launches starting to spread.

The October Absinthiades saw Claude-Alain Bugnon winning his third consecutive Golden Spoon, with La Fée X.S. also winning gold and silver.

November saw the launch of Kübler in the USA after a lengthy legal process in which the product itself was cleared long before Lucid, but in which the Swiss decided to launch only when they had full agreement for the label they wanted with its clear "absinthe" nomenclature.

And so to December, with the St. George launch, rumours of more absinthes coming to the USA, and, in two events that saw the news come full circle, the revelation of La Fée's new 38% NV, and Paul Nathan's latest, legal (?) absinthe party.


Before coming onto my forecasts for 2008, I want to make some awards to those people who made their mark on the absinthe world in 2007.

The Lion's Den Award

This award is for utmost bravery in going to meet the enemy and there are three potential candidates in 2007: Ted Breaux for braving the censorious Czechs, Elliot Novak for coming to discuss the new Oliva (Czech) Absinthe at Fée Verte, and finally to Tom Hill for coming to defend his family's absinth at the Wormwood Society. Personally I feel that Tom's initial willingness to discuss the issues in a relatively alien language should win this award.

The Kofi Annan award for diplomacy (or should that now be the Ban Ki-moon award)

This award goes to Oxygénée for trying to engage with those writing on L'Absinthe Rend Fou, and for his proposal that non-French/Swiss styles of absinthe could use the Bohemian designation.

The Absinthe Writer of the Year

Ultimately there can only be one winner of this: for sheer volume of materials, all written by a person/people who professes/profess no commercial link to absinth(e), but who nevertheless has time to participate on countless blogs (including his/her own), on Wikipedia, Tribe, etc etc. The winner is .... Anonymous, otherwise known as Absintheur, DrAbsinthe, Dr. Sam, Dogtanian, RedSalmon etc. All that is publicly known about this person is that he accesses the internet in the Czech Republic ....

Absinthe Launch of the Year

There are many candidates including Belle Amie from Vert d'Absinthe, Roquette 1797 from Archive Spirits, and Claude-Alain Bugnon's Angélique.

While opinions on the tastes of these - and others - may be quite subjective, the sheer historical significance of Lucid Absinthe Supérieure makes this the clear winner in this category.

Absinthe Photo of the Year

And so we return to the defining theme of the year in which real absinthe finally returned to the USA. This is best illustrated by the queue of those waiting to buy the new absinthe from St. George Spirits:-


Reviewing the past is relatively easy; predicting the future (even with a little inside knowledge) is a lot more difficult.

My main predictions for absinthe in 2008 are as follows:-

1. By December 2008, there will be at least 8 - 10 absinthes freely available in the USA. They will include more absinthes from France, Switzerland, the USA and the first Czech absinth to launch officially in the USA.

2. At least one of the big multi-national companies, probably Pernod-Ricard, will start to show more significant interest in absinthe. Pernod Absinthe is becoming slightly more prominent within Pernod's portfolio in some countries and the US interest in absinthe will have been noted. And if a second multi-national starts to get interested, then anything could happen!

3. One or two unlikely alliances between some of the main players will start to be seen. Consolidation is happening throughout the drinks business and absinthe will follow this trend.

4. Prices will fall, whether on the internet or in the retailers selling absinthe around the world. Some of this will come from greater production efficiency in the business and from greater competition; some will come from specification changes with suppliers reducing the alcohol strength as has been observed in at least one key market (the UK) in recent months.

5. More absinthe blogs will start (and many will wither); membership of the absinthe forums will continue to grow, and many of the longer-established members will tire of the inability of newcomers to read the FAQ's (that's an easy prediction)! However at the Louched Lounge, change will be less obvious!


To those readers who stumbled across me while searching "real absinthe" in 2007, I hope you have found what you were looking for. To those readers who stumbled across me while searching for "absinthe effects" and "absinthe hallucinations," I hope you have found something better than you were looking for.

Santé et bonne année!


Ryane & George said...

Great recap and review Alan. It's nice to see all this in one post, a reflection on what was a great year for US absinthe drinkers!

I always look forward to your posts. Keep it up!

Anonymous said...

Gostei muito desse post e seu blog é muito interessante, vou passar por aqui sempre =) Depois dá uma passada lá no meu site, que é sobre o CresceNet, espero que goste. O endereço dele é . Um abraço.

Britgeekgrrl said...

Great roundup, Alan! I look forward to seeing how the predictions for 2008 play out!

(and thanks for mentioning the TAC with barely a smirk ;))

Anonymous said...

You have a very nice blog, good post...keep up the good job

Anonymous said...

Nice recap, Alan; just now catching up to it. Just posted a review of lucid on our blog (short version - okay), but I''m looking forward to trying some of the others you mentioned.

Here's to a great (and green!) 2008...

mcarrieri said...

I have several ideas for names of absinthe brands. Please let me know if any companies out there may be interested. Thank you for your consideration.



Anonymous said...

Everybody has tastes that greatly vary from one person to the next. I really dislike it when people go around bashing this or that brand. I would rather talk about the absinthes I like than the ones I do not. Take a look at this link to see reviews of IMHO are good absinthes:

Alan said...

I really dislike it when people go around spamming sites to get publicity for themselves.

I would rather that they added to the discussion, rather than just plant links. I've already noticed one blogger delete one of your links yesterday, so I'll leave yours alone.

It would have made more sense to have planted your link on a more recent article in my blog or to have tried to guess a more well-read page!