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
An Education on Absinthe
Friday, 22 June 2007

by invitation of the LIWSF given George Rowley

Between 22nd and 24th of May 2007 La Fée Absinthe were attendee's of the London International Wine and Spirits Fair, held at the ExCeL building, in London. This event is recognized globally as a key tool in not only the introduction of new products, but the development of existing ones as well, attracting brands from all across the world, and the personnel to match.

During our time at the fair, La Fée brand owner and Managing Director George Rowley was invited to give an informative and educational seminar and tasting on absinthe, La Fée the brand and the products that we offer. He opened his talk by discussing the revocation of the European ban on absinthe, and his influence on that decision.

George then proceeded to inform the audience of La Fée's brand power, explaining how La Fée Absinthe was the very first truly global brand to hit the absinthe market in modern day culture.

After briefly going over the brand and its history, La Fée's four absinthe products were brought to the forefront of the discussion. This enabled eager participants of the seminar to taste different products within the La Fée range.

Due to absinthe's overpowering taste and aroma, George began with the most delicate of the four La Fée XS Suisse, a fine, handcrafted product from the birth place of absinthe, Couvet, Switzerland. Going hand-in-hand with this product is La Fée XS Francaise, distilled in Pontarlier, France. The audience listened in great interest to the history of these two fine Amer Absinthes, as they were soon made aware that the locations of production, did in fact hold great significance to the heritage of absinthe itself.

After learning about and comparing the tastes of these two wine-based products, the talk was then moved round to La Fée Parisienne and its connection with the Musée de l'Absinthe. Being the first absinthe commercially produced in France since its ban of 1915, distilled by a Paris based distiller, its fair to say George Rowley spent most time focused on his premium product than any of the other three. The final product on discussion was La Fée Bohemian, a Czech product, being a new modern version of absinth.