La Fée LIVE is the first dedicated online Absinthe bar training facility in the world.

La Fée is excited to roll out this new, clean and green technology to further educate our partners, their clients and consumers during the coming decade. Our unique media bar is custom-built for brand training, development and awareness.  Changing the way sales teams are trained today, harmonising new technology for sales teams training to that associated with management video conferencing. Having laid hundreds of metres of fibre-optic and CAT5 cable to a unique bar with permanent multi camera installations & flat screen monitors, we can now offer seamless communication with any partner signed up to our service across Europe, the Americas & Asia-Pacific.

We now offer dedicated interactive online absinthe training sessions from our UK HQ:  In partnership with our global distributors we aim to directly train sales teams with live sessions and offer full seminars and interviews – all in real-time.  At a moment’s notice we can arrange live and interactive sessions to any location world-wide.

The bespoke system is designed to suit the needs of our distribution partners, with face to face communication; no travel time, great flexibility in arranging sessions and instant access to our expertise - all whilst greatly reducing travel related carbon emissions.  This will allow for more direct investment in supporting our clients.  Already Vinopolis, World Duty Free and Glazer’s Family of Companies have expressed interest in utilising this technology, as we look to offer regular weekly training to our key industry partners.

The dedicated system has been built to give La Fée the ability to train, converse and give interviews the world over at very short notice, taking communication with the brand to a new and dynamic level.  Testing of the media platform has been carried out with Cellar Trends (UK) and is soon to commence with Glazer’s of Missouri & Glazer’s of Ohio (USA) & Think Spirits (Asia-Pacific).

If you would like to arrange an interview with La Fée brand owner George Rowley from the La Fée LIVE training facility please email This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or call 0044 (0)1992 511 445


La Fée is dramatically expanding from its European home across the USA and into Asia-Pacific.  As a consequence it is clearly impossible to maintain the level of education we would wish using traditional methods.  Our dedicated team can now be in two places at once, thanks to utilising this new, exciting & far greener technology - clearly the future for training in the spirits industry.  George Rowley, 12th July 2010
 
 

La Fée Absinthe

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La Fee Parisienne La Fée Bohemian La Fée XS
2 Wins at Absinthiades
Tuesday, 07 October 2008

For the second year running the La Fée X•S range claimed Gold & Silver awards at the world's most prestigious absinthe competition.

 

The Absinthiades is an event that takes place in Pontarlier, the historical centre of French absinthe production every year where the public, VIPs and absinthe professionals get together and blind taste a selection of the highest quality absinthe from France and Switzerland. The judging took place over the three days of the event (3rd - 5th October 2008).

Absinthe aficionados gather to discuss their favourite spirit, and enthusiasts show off their most valuable absinthe memorabilia. The public are also able to taste and sample any of the 25 entries to the competition at the bar and meet many of the makers themselves.

Marie Claude Delahaye, founder and curator of the Musée de l'Absinthe was also in attendance signing copies of her books and several of the local distilleries have an open door policy all weekend allowing first-hand viewings of the distilleries.

But the centrepiece of the event is undoubtedly the competition. Two juries judge the absinthes, and award points based on pre-determined criteria such as taste, colour and louche, with two golden, two silver, and two bronze absinthe spoons awarded. Judging is done blind after all the absinthes are decanted & sealed by the competition officials.

For the second year running La Fée Absinthe X•S Suisse was awarded the Golden spoon by the 1st Jury and was the overall highest scoring absinthe, and La Fée Absinthe X•S Française was awarded the Silver spoon by the 2nd Jury.

I'm very appreciative of the Absinthiades again voting La Fée X•S the best Absinthe in the world. These awards are the highest accolade in our industry and reflects the time and effort of the master distillers we have gathered to distill La Fée's boutique range. Our policy of finding the best people started back in 2000 with our work with Marie-Claude Delahaye and the Musée de l'Absinthe on our multiple award-winning La Fée Parisienne which we have just launched in the USA.
— George Rowley, La Fée CEO

The final stop of the trip was Au Bon Echanson, who along with the town's museum were responsible for organising the event. Checkout the massive absinthe fountain in the window!