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

The Spirit of Liberty

Newsletter Subscription

La Fee Parisienne La Fée Bohemian La Fée XS
Happy Birthday Absinthe!

La Fée Celebrates 10 Years since returning Traditional Absinthe Distilling to France

On the 25th of July 2010 La Fée celebrates the 10 year anniversary of returning the distilling of traditional absinthe to France, launched on the same date in 2000 at the Groucho Club in Soho, London. This paved the way for the French & Swiss Absinthe Renaissance which we are experiencing today.


Rowley & Delahaye oversee a distillation of Grande Absinthe - La Fée Parisienne

In 1999 two of the most influential pioneers in the field of absinthe; Englishman George Rowley & Frenchwoman Marie Claude Delahaye joined their expertise and employed a Parisian distiller in the returning of legally distilled traditional absinthe to France for the first time since the 1915 ban.  Rowley had previously introduced absinth to Europe from the Czech Republic in 1998 – setting the precedent for the spirit in the EU.  Delahaye, a cellular biologist at the Marie Curie University as well as the founder of Le Musée de l’Absinthe, Auvers-Sur-Oise, France.
And so, after overcoming legal boundaries and sourcing a 19th Century recipe from Le Musée de l’Absinthe – La Fée returned the Green Fairy to her spiritual homeland.  After  ten years distilling our award winning Traditional French Absinthe, our Paris based operation is further expanding the absinthe category across Europe, the Americas & Asia-Pacific; with La Fée currently available in over 30 countries.  La Fée also distil ultra premium Absinthe in France and Switzerland.

Commercial EU authorisation, triggering the absinthe renaissance.  Drafted in Bayford - signed 21.07.1998. Original document censored for commercial reasons & Rowley & Delahaye working on development of La Fée.

    

Absinthe is once again becoming a common word in day to day vocabulary – in bars and restaurants to wider appreciation of 19th Century culture. Since La Fée rejuvenated the Absinthe category there has been a surge of interest from the film industry, authors and consumers; with La Fée offering a window back to the impressionist period so famed for its love of Absinthe. (Picasso’s Absinthe Drinker has recently sold at Christie’s for $31m).

 
Picasso's 'Absinthe Drinker'

‘La Fée captures the aroma and taste that great writers such as Rimbaud, Toulouse-Lautrec and Vincent Van Gogh enjoyed at the end of the 19th Century’
Marie-Claude Delahaye

Modern drinking culture has embraced almost forgotten Belle Époque era cocktails, which can now be re-created with the help of La Fée Absinthe.  Third party testing of pre-ban absinthes shows La Fée Absinthe Parisienne to be a historically sound example – with similar levels of thujone to 19th Century originals.

The Red Eye - created by Tim Ward at The Hemmingway Bar, Ritz Paris

French Absinthe Renaissance – a brief timeline:
1999 George Rowley & Marie Claude Delahaye embark on their mission to return traditional absinthe distilling to France.
2000 La Fée Absinthe Parisienne distilled in France and approved by the French Authorities for Export
2003 La Fée AUX PLANTES D’ABSINTHE selling in France
2003 La Fée Trade Mark approved by USA for Absinthe...

 

2004 La Fée Launch in Australia
2006 La Fée launch the world’s first Ultra-Premium Wine based Amer Absinthes – La Fée XS Francaise (Distilled in Pontarlier, France ) & La Fée XS Suisse (distilled in Couvet, Switerland)


La Fée Francais & Suisse

2008 La Fée launch NV Absinthe Verte – after many years development La Fée introduce the first Premium Mainstream Absinthe for the wider spirits market.  NV is 38%abv, making it the perfect party spirit.

La Fée NV


2008 La Fée Launch in the USA
2010 Available in over 50 territories world wide / 20 States in the USA and 30 other key countries around the world - making for a lasting French / English alliance.



Critical Acclaim:
The drinks industry has awarded La Fée’s portfolio some of the highest accolades received by any absinthe brand:  For taste, innovation, design & packaging:

-Absinthiades, Pontarlier
-Chicago BTI – Gold for LFP & LFB
-San Francisco World Spirits Comp
-International Wine & Spirits Competition
-International Spirits Competition
-Los Angeles International Wine & Spirits Competition