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Pernod Launch

Pernod Ricard announces launch of Pernod Absinthe in the u.s. Launch comes just months after the Alcohol and Tobacco Bureau approved the sale of absinth in the U.S.

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George Sinclair
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167 views

Pernod Launch

Pernod Ricard announces launch of Pernod Absinthe in the u.s. Launch comes just months after the Alcohol and Tobacco Bureau approved the sale of absinth in the U.S.

Uploaded by

George Sinclair
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PDF, TXT or read online on Scribd
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FOR IMMEDIATE RELEASE

Contact Information:
Shawn Kelley
Pernod Ricard USA
[email protected]
914.848.4816

Liz Benyon
NOVA Marketing Services
[email protected]
203.254.8225

PERNOD RICARD® LAUNCHES PERNOD ABSINTHE® AND BRINGS


BACK A PIECE OF THE COMPANY’S HISTORY

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 Pernod
Absinthe, a revival of Pernod Fils, the original and most authentic absinthe ever produced. The
launch comes just months after the Alcohol and Tobacco Bureau approved the sale of absinthe in
the 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 Pernod
Absinthe consisted of 65-75% alcohol. Pernod Fils quickly gained a distinct reputation around
the world and became the favorite drink among the cultural elite including Picasso, Van Gogh
and Monet. At the close of the 19th century, during the industrialization period and at a time
when modern marketing and advertising techniques were taking hold, Pernod’s success reached
its 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 controversy
surrounding the sometimes dangerous effects elicited by lower quality absinthes. The Pernod
Company closed its doors for five years only to reopen when a new wormwood- free Pernod
recipe was developed.
Pernod Absinthe is a high proof spirit distilled from Grand Wormwood, fennel and anise. Its
unique light green hue, herbaceous nose and creamy sweet anise dominant taste characteristics
come directly from these three plants.

“This is an exciting time for Pernod Ricard in the U.S.,” added Patrick Piana, Senior Vice
President of Marketing for Pernod Ricard USA. “We have reformulated and are reintroducing
Pernod, the product that started it all for our company over 200 years ago. Since then we have
risen to become the second largest spirits company in the world. It is such an honor to return to
our roots and offer our U.S. customers this amazing, superior quality brand created in the
tradition of the original Pernod Absinthe. No competitor comes close in terms of quality and
heritage.”

Pernod Absinthe will launch at retail and on-premise in July, 2008. A range of marketing tools
including on and off-premise POS materials that play on the compelling brand history and
identity of the original Pernod Fils will be available. Special events tied to the arts in select
markets will help introduce consumers to the superior quality and unique taste of Pernod
Absinthe. Event participants will be treated to observe the unique Absinthe serving ritual in
which ice cold water is dripped over a sugar cube that is suspended on a perforated spoon above
the glass of Pernod Absinthe.

“Pernod Absinthe is not only the best quality absinthe available but its rich history and unique
reputation 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’s
characteristics (see below) and we are ready to reclaim our position as the best selling absinthe in
the world.”

Pernod Absinthe will be available in a 750ml size and will retail for a suggested price of $69.99.
Visit www.pernod.net for more information on Pernod Absinthe.

Pernod Absinthe Recipes


Le Deuce
In a Martini Glass
2 Pernod Absinthe soaked sugar cubes
(1 part Pernod Absinthe)
1 part Stoli Razberi & 1 part simple syrup
Shaken and strained into the Martini glass. Topped with at least 1 part. Brut Champagne

Fruit Loosh
Muddled berries (red raspberries, blackberries) with 1 part Pernod Absinthe
Drip ice cold water over sugar cube
Dash Cassis and garnish with whole red raspberry

Pernod Peche
1 part Pernod Absinthe with peach chunks in glass
Pour water shaken 1 part Hiram Walker Peach Schnapps
Over sugar cube / spoon

Gauguin’s Garden
Diced cucumbers and Pernod Absinthe in glass
Ice cold club soda
Garnish with cucumber wheel on rim

Pernod Ricard USA urges all adults to accept responsibility when considering consuming
alcoholic beverages. For more information, please visit:
www.AcceptResponsibility.org

###

About Pernod Ricard USA


Pernod Ricard USA, based in Purchase, N.Y., is a leading producer, importer and marketer of
prized spirits and wine brands in the United States and is one of the fastest growing subsidiaries
of the world’s #2 spirits company and #4 wine company, Paris, France-based Pernod Ricard,
S.A. The completion of Pernod Ricard’s acquisition of Allied Domecq in 2005 vaulted Pernod
Ricard USA to the forefront of the U.S. spirits market, doubling the company’s sales value and
market share. The company is now the third largest in the U.S. spirits industry by sales value and
the fifth largest by sales volume in the U.S.

Pernod Ricard USA's leading brands include Kahlúa® Liqueur, Chivas Regal® Scotch Whisky,
Seagram's Extra Dry Gin®, Malibu® flavored Rum, Stolichnaya® Vodkas, Jameson® Irish
Whiskey, The Glenlivet® Single Malt Scotch Whisky, Wild Turkey® Bourbon, Beefeater® Gin,
Hiram Walker® Liqueurs and Martell™ Cognac, as well as Jacob's Creek® and Brancott
Estate® wines, Perrier-Jouët® Champagne, GH Mumm® Champagne and Mumm Napa®
wines, and Pernod® and Ricard® Liquors.

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