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La Fée Absinthe
The Spirit of Liberty
| Class Mag May/June 2009 |
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A B S I N T H E TA L E ‘The Green Fairy’ was thought to be illegal in the UK and was indeed banned across most of Europe and North America. George Rowley was most instrumental in its resurrection but before I tell his story, what is absinthe’s history and why was absinthe banned in the first place? Words: Simon Difford
From left: Dr Ordinaire, Val-De-Travers, Toulouse Lautrec
BIRTH OF ABSINTHE
The doctor’s tipple attracted the interest of another French expatriate and lace merchant, Major Daniel-Henri Dubied. After trying the drink Dubied made an offer to the Henriod sisters for both the recipe and their business. A Swiss version of this legend, supported by a 1769 Neuchatel newspaper advertisement for Bon Extract d’Absinthe’, suggests that the Henriod sisters were making absinthe long before Dr. Ordinaire’s arrival in the village. Although there is also evidence to show that the doctor not only existed, but actually sold absinthe. Some reports say this was only after his stealing the recipe from the Henriod sisters. Whoever its true originator, the village of Couvet in Switzerland’s Val-de-Travers region is indisputably its spiritual home. And it appears that commercial absinthe distillation for use as a beverage rather than an elixir was started there sometime around 1794 by one Abram-Louis Perrenoud. Thankfully it is undisputed that it was Major Dubied who commercialised absinthe. In 1797 his daughter, Emilie married Abram- Louis Perrenoud’s son, Henri-Louis. That same year Dubied acquired the formula from Abram-Louis (or possibly the Henriod sisters) and employed his son-in-law, Henri-Louis, as he had learnt the art of distillation from his father. In 1798, they started distilling their own absinthe with Dubied’s own sons, Marcelin and Constant, also involved in the business which they named Dubied Père et Fils. In 1805 Henri-Louis changed his name from Perrenoud to Pernod and established his own absinthe manufacturing company called Pernod Fils, just across the border in the French town of Pontarlier. This was chiefly to avoid paying taxes at the French border. Sales of absinthe grew rapidly as French society welcomed the addition of this new drink to the limited choices of bitter quinine tonic wines (quinquinas) available on café menus. The popularity of absinthe was helped by French army doctors prescribing it to soldiers in the 1840s Algerian Campaign to prevent fevers, malaria, and dysentery, caused by the extreme North African environment. Later in the 19th century the phylloxera plagues, beginning in 1862 and lasting through the 1880s, decimated European vineyards leaving the wine and brandy industries on their knees. Cheap and easily obtainable absinthe was an obvious alternative. Its sales boomed in the Parisian cafes frequented by Bohemian luminaries such as Van Gogh, Degas, Toulouse-Lautrec, and Picasso who were inspired by its ‘mind altering’ effects.
PROHIBITION OF ABSINTHE In the late 19th century, the French government became concerned over the consequences to society of such heavy absinthe consumption – liken this to government concerns over binge drinking today. By the mid-19th century the Pernod Fils distillery alone was churning out some 20,000 litres a day from 26 alembics. At the height of absinthe distillation in France, 220 million litres a year were produced. Over consumption of absinthe was believed to produce a syndrome called absinthism, characterized by addiction, hyper-excitability and hallucinations. These sufferers were drunks and many were alcoholics. But some of absinthe’s bad effects were possibly caused by unscrupulous manufactures adding cheap and often poisonous ingredients such as copper sulphate for colouring and antimony trichloride to enhance the louching effect. Pernod Fils fought legal battles to prevent imitators and published warnings about inferior absinthes. The myth behind the affects of absinthe going beyond that of just alcohol were supported. And to a large extent, they were driven by the flawed scientific studies of Dr. Valentin Magnan. He forced laboratory animals to consume pure wormwood oil extract and used the resulting violent convulsions observed as proof of his theories. Modern science recognises that this is akin to testing the effects of drinking coffee by feeding animals massive doses of pure caffeine. So this was far from conclusive evidence. He even asserted that the ‘disease’ was hereditary, and the detrimental effects of absinthe drinking could be passed on to a sufferer’s children. Absinthe was blamed for Van Gogh’s earcutting incident and for filling asylums with people made insane by the drink. By 1880, many Parisians were ordering absinthe by asking for “une correspondence”, meaning ‘a ticket’ in English. This was a reference to a ticket to Charenton, an infamous lunatic asylum on the outskirts of Paris.
Probably the most notorious story occurred in 1905 when a Swiss peasant farm labourer called Jean Lanfray, in a drunken rage shot and killed his pregnant wife and two daughters supposedly as a direct consequence of drinking absinthe. The fact that he was a habitual drunk (and that very day had consumed litres of wine and a good deal of brandy) was not considered to have had any bearing on his actions. A second murder a few days later in Geneva, where a heavy drinker named Sallez also murdered his wife led to an outcry throughout Switzerland. This bad reputation and the rise in the temperance movement led to absinthe being banned, first in 1898 in the Republic of Congo, then by the Belgians in 1905, followed by the Swiss banning its retail sale in 1907, followed by an outright Swiss ban which came into effect in 1910. The Dutch also banned absinthe in 1910, followed by the USA in 1912. Meanwhile in France, the impending First World War brought about renewed efforts to ban absinthe and on 16 August 1914 the Minister of the Interior banned the sale of absinthe as an emergency measure. But the drink continued to circulate in spite of the ban, partly because of the large stocks remaining in warehouses. By this time the French government was convinced that absinthism was destroying the country and under pressure from the conservative newspapers, winemaking associations (still trying to recover following the decimation of European vineyards by Phylloxera), the Temperance League and the escalating world war, absinthe was formally banned in France by presidential decree in January 1915. Finally in 1932, a referendum in Italy led to the ban there.
WORMWOOD & ABSINTHE Traditionally absinthe is based on Artemisia absinthium wormwood.
There are some 180 different varieties of the compositae, of which
Artemisia absinthium (grand wormwood) is a member, all have an
extremely bitter flavour. These include Artemisia pontica (Petite
wormwood), Artemisia dracunculus (tarragon) and Artemisia vulgaris
(mugwort), the latter being used in some modern day absinthes.
Many Artemisia varieties have insecticide properties but wormwood is
the most potent, its name originating in the Middle Ages due to its
bark being used to rid tapeworms in the abdomen of human hosts.
Wormwood is a shrub-like perennial, native to Europe and Asia, with
greenishyellow flowers. Artemisia absinthium or ‘Grand Wormwood’
contains an essential oil or neuro-toxin, thujone, which is
hallucinogenic in large doses and fatal in very large doses, though the
leaves are fairly innocuous. Sage actually contains more thujone than
wormwood. The way thujone acts on the brain is not fully understood but
high doses will induce hallucinations, convulsions, brain damage and
renal failure. Thujone also occurs naturally in many other plants with
culinary uses: not just sage, but rosemary, cedar, saffron, tarragon
and lavender. No modern, or indeed original, absinthe brand contains
any more than trace amounts of thujone and nothing like the quantities
required for it to be a hallucinogen. There is little scientific
evidence about thujone and its alleged side effects, short term or long
term, but it is certain that consuming large quantities of absinthe
will render an imbiber drunk. And over-consumption will damage your
health, if only due to absinthes high alcohol content (historically
ranging from 55 to 75% abv). It is probably not surprising that the
symptoms of absinthism are not unlike those of alcoholism:
hallucinations, sleeplessness, tremors and convulsions. It could be
that, at the turn of the 20th century, absinthe was simply the fall guy
for other types of alcohol disorders, mental illness, epilepsy, and in
some cases, even syphilis. Some modern-day drinkers claim they
experience a socalled ‘Secondary Effect’ in the form of a stimulating
buzz
SALVATION OF ABSINTHE George, or should I say ‘George William Rowley IV’ is something of
an English aristocrat and happily he conforms to such stereotypical
characterisation. Introduce such a man to an illicit spirit nicknamed
‘the green fairy’ and the results are predictably extraordinary. It is
beyond question that George was singularly responsible for restoring
absinthe to legal status in France, the European Union and the wider
world. His La Fée Parisienne was the first Grand Wormwood distilled
absinthe to be
Anyone who has met George will testify that he is a man who believes in doing things properly and in triplicate. So when George returned to Hertfordshire to start a drinks distribution network from scratch he did something that would later prove crucial to the opening up of the first real market for absinthe. He involved his local Trading Standards Officer - Paul Passi. When his fist first fourteen-wheel truckload of duty-paid beer arrived in 1996, it caused something of a commotion as the winding lanes of his village were not accustom to heavy goods vehicles, not to mention their non–English speaking Czech drivers. The beer was transferred to the cellars of Bayford Hall by an improvised scaffolding board shute laid over the stairs. To comply with European labelling legislation, as outlined by his friendly Trading Standards Officer, George opened every case and – by hand – glued a back label to each bottle. I first met George the following year, late in 1997. I had just launched CLASS Magazine and George was supplying Czech beer to topend London bars and wanted me to judge a cocktail competition made with Becherovka which at that time I’d never heard of. Not six months later George’s imports were to become much more interesting. In early 1998, George came across Hill’s Absinth (without the 'e') at that time only available in a few Prague bars. Naturally George set about trying to procure the import rights and during his initial meeting at the distillery learned that the producers had been supplying a private UK buyer and absinthe enthusiast called John Moore, of Black Box Recorder and The Jesus and Mary Chain fame. George had already seen an article John had written for The Idler where he described stumbling across absinth whilst on tour with his band in Prague. John had only been importing a handful of cases for personal consumption and private sales to a handful of friends but had set up a company with Gavin Pretor-Pinney and Tom Hodkinson of The Idler Magazine with a view to commercialising the project. George met with them in 1998 and it was agreed that while they would handle public relations George would take on the difficult task of setting a legal precedent for absinthe as well as handle logistics, design and finance. The quartet’s new joint venture was named Green Bohemia Ltd. The first step was to ensure that absinthe could legally be imported into the UK, which meant establishing a legal precedent with the Government's Trading Standards Agency. George discovered that in France there was a blanket assumption that absinthe was illegal and the issue had been swept under the national carpet. George learned that the producers had been supplying a private UK buyer called John Moore, of Black Box Recorder and The Jesus and Mary Chain fame.
In the UK it transpired that absinthe had never actually been
banned. Little absinthe was consumed here and the only people who had
drank absinthe were writers and the sort of well-heeled cosmopolitan
types who frequented such watering-holes as the Savoy’s American
Cocktail Bar. In London it was gin which had been the alco-pop of its
day, not absinthe. Anyway, when the French ban came into force supplies
of absinthe to the UK literally dried up and WWI quickly led to its
quickly being forgotten.
Back in Prague and in celebratory mood, John and George found
themselves sat in the lounge at the back of Café FX, above Wenceslas
Square, when they witnessed their first ever absinth burning where a
sugar cube dosed in absinthe is ignited so the sugar used to sweeten
the drink is caramelised. They immediately knew that this dramatic
serving method was the way to launch absinth in the UK. Although this
‘modern’ method of serving absinth was wholly unauthentic, it was this
ritual that was to capture the public’s interest in their
product.
The introduction of the ‘Sugar and Burn’ ritual is something which will
haunt George for decades to come as well meaning absinthe aficionados
see absinth burning as sacrilege. And so does George. It is only Czech
style absinth without the ‘e’ which he has ever promoted this way and
had I been in his shoes, I’d have done the same thing. Like the
innovative slice of lime in the neck of a bottle of Sol made it the
beer of choice in the Eighties, the burning ritual drove early sales of
absinth.
UK ABSINTHE CRAZE Less than a month after the supply contract was signed, I was one
of the lucky few invited to the launch party of Hill’s Absinth at one
of the upstairs rooms in London’s Groucho Club. Journalists from the
Daily Telegraph and Evening Standard were amongst the guests but
unusually for hacks there was something of a reluctance to try this
‘dangerous’ Green Fairy. They were the heady days before ‘responsible
drinking’ so Dick Bradsell and I helpfully led the way, each
demonstrating a series of head shots. The consequences proved painful
and I had to avoid hot drinks for days as the neat high-proof spirit
took its toll on my insides.
During the launch party I remember speaking to George, convinced he
was onto a smash hit, only to find he had no distribution in place.
Next morning with my first absinth-induced hangover I rung John Coe of
Coe Vintners who ended up taking the bulk of the first shipment and
becoming the first UK distributor.
FRENCH LEGALISATION George believed he had established a legal precedent. If a product could be legally sold in one EU member state, it could, in theory, be sold in all of them, unless a state had specifically addressed the issue in the Maastricht Treaty. Fortunately for absinthe lovers around the world, he was right and France had overlooked its absinthe ban and no provision for it was made in the Maastricht Treaty. Whilst unpicking the terms of the 1915 ban, George discovered that
the French had only prohibited the selling of absinthe in France, and
not the distillation of it. His next move was obvious, to find a
distillery which had direct links to absinthe prior to 1915 and
commission it to once again make a traditional Absinthe, purely for
export. George sort to create a ‘real absinthe’ with impeccable
provenance, faithful to an original recipe and distillation methods.
His research took him to Auvers-sur-Oise, a small town some eighteen
miles north-west of Paris and The French Absinthe Museum, the world's
biggest archive on French absinthe. There he met with its owner and
curator, Madame Delahaye who gave him a distinctly cool welcome as she
recognised him from the press and did not approve of the Sugar and Burn
ritual he had chosen for his electric-blue "so-called absinthe".
However, George was able to persuade Madame
ABSINTHE LEGALISATION GOES GLOBAL George was also directly involved in lifting of the ban imposed
in Italy following the referendum of 1932. Working with Vellier, a
local distributor based inGenoa, it became clear that when Italy joined
the EU and signed the Maastricht Treaty, it had, like France, failed to
register its Absinthe ban, effectively rendering it null and void. Australia, too, had a ban in place, but entering the
Australian market turned out to be simplicity itself. Australia and New
Zealand share a great deal of common ground, and the decision was taken
by both to harmonise their trading standards legislation with that of
Europe. Overnight, they adopted the permitted European level of 10
parts per million on Thujone thereby unlocking two new territories
courtesy of EU Council Directive No 88/388/EEC.
La Fée Parisienne French Absinthe, 68% alc./vol. (136°proof) www.lafeeabsinthe.com La Fée XS Francaise French absinthe, 68% alc./vol. (136°proof) www.lafeexs.com
La Fée XS Suisse Swiss absinthe, 53 alc./vol. (106°proof) www.lafeexs.com
La Fée Bohemian Czech absinth, 70% alc./vol. (140°proof) www.lafeeabsinthe.com
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