La Fée will be releasing a newly refined La Fée Absinthe Parisienne, using 100% natural ingredients, in collaboration with Marie-Claude Delahaye, founder and curator of the French Absinthe Museum.
La Fée will be the first of the international brands to launch a classic, all-natural Verte and Blanche Absinthe Supérieure in addition to their established Extra Supérieure [XS] range. The new recipe Parisienne will be available from La Fée‘s Paris bond from 1st July 2013 and rolling out beyond Europe this year.
Marie-Claude Delahaye and George Rowley, founder of La Fée, have developed this all-natural Parisienne recipe to enhance the herbal character while refining the balance of the spirit: The level of Grand wormwood [Artemisia Absinthium] in the distillation has been increased by 60 percent and the Green and Star Anise has been slightly softened.
To launch the all-natural absinthe, La Fée has created a unique new bottle to ensure the delicate distillate is stored in optimum conditions. The new bottle is coated with a special UV inhibitor to protect the liquid against sunlight, which can quickly damage natural green. In addition to this, La Fée has designed a higher-quality, heavy weight label with hot foiling to celebrate the launch. New bottles will also have a QR code linking through to La Fée's social media channels and website.
Each distillation is personally tested and approved by Marie-Claude Delahaye. Delahaye comments: "La Fée Absinthe Parisienne is an excellent example of an all-natural absinthe and I'm delighted that La Fée will be offering the international market the new recipe."
George Rowley adds: "We're thrilled to have evolved Parisienne to the next level - a standard we would like to see across the premium absinthe category - and developed a UV protective bottle to protect the fragile spirit. The Parisienne will sit alongside our Absinthe Blanche and the XS range we now offer four absinthes made with 100% natural ingredients."
The product will be available in all UK La Fée stockists from 1st July, via Cellar Trends UK.
Nick Barker, La Fée Brand Manager at Cellar Trends UK, says: "We believe the release of La Fée's all-natural Absinthe Parisienne will raise the bar of the premium absinthe category across the UK - and globally later this year."
Source: La Fée