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
 
 

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La Fee Parisienne La Fée Bohemian La Fée XS
Drinks Business
Thursday, 09 November 2006

There are many niche spirits trying to make their way into the mainstream market, Drinks Business discusses who, how and why in their November 06 issue, mentioning absinthe as being 'set for some interesting developments in 2007'. 

'Many niche spirits are introducing more top-end offerings to attract the attention of the connoisseur who might traditionally have sought out a single malt or an XO Cognac.

Barely a year goes by without absinthe being heralded by some misguided journalist as the next big thing. The next vodka it will never be, but absinthe nonetheless looks set for some interesting developments in 2007.

Off-trade leader La Fée, which already offers both French and Czech-style absinthes, will be launching two new super premium offerings targeted at the XO market. Classed as "extra-superieure", La Fée XS Français and La Fée Suisse are hand-crafted, small-batch absinthes designed to be drunk the traditional way - with sugar and water - with an online RRP of around £45 for 50cl. "We do a lot of business online," says George Rowley, MD of La Fée's owner BBH Spirits. "We expect to sell around half a million pounds' worth online this year exporting to over 20 countries in three continents," he adds.

Meanwhile, the core La Fée brands are flourishing; Rowley says a distribution with niche spirit specialists Cellar Trends has seen sales jump 40% in the last 12 months. A new deal with Student union body NUSEL, which has taken on both standard varieties at a special lower ABV of 45%, also kicks in this winter.

The reduced ABV versions of La Fée allow for a lower price-point, but were also created to give a "softer" introduction to what is often considered a rather racy spirit, says Rowley. "We take responsible drinking very seriously. Our packaging comes with written and visual instructions, and we put a lot of energy into making sure it is served correctly in bars. The thing is if you serve absinthe correctly it should be at about 12% ABV, but with a punch that's herbal rather than alcoholic. It's a product you dilute and that's important to get across."'