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

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Ronnie Scott's
Friday, 28 March 2008

We will be showcasing a new bar from around the globe, focussing on top cities where you can enjoy a glass or two of La Fée. 

Our journey begins in the United Kingdom, more specifically London where our featured location is top Jazz Club, Ronnie Scott’s where La Fée has been a resident for the past few years.

Present Day

Today Ronnie Scott’s is packed, night after night with an incredible mix of jazz, and soul. Many of the musicians that play here are used to playing in front of thousands and thousands of fans. Yet they fly across the Atlantic to step onto the stage at Ronnie’s and play in front of 250 people.

 

Past performers include Ray Charles, Miles Davis, Ella Fitzgerald, Dizzy Gillespie, Curtis Mayfield and Chet Baker.

You can enjoy a glass of La Fée Absinthe served from one of the fountains taking pride of place on the bar or in one of their special cocktails the infamous Sazerac. A member of the La Fée team recently attended Ronnie Scott’s, and although it wasn’t her first choice for her wedding anniversary, found it a very pleasing experience. "Ronnie’s is a dimly-lit jazz bar – just how it should be, intimate and sexy with fantastic acoustics. Its music and surroundings take you to another era with a variety of fantastic jazz artists jamming the night away." An interesting night out not only for jazz fans but those who appreciate music in general – just remember to book in advance!

A Bit of History

Originally opened in 1959 in Gerrard Street, in London’s famous Soho district by Ronnie Scott (born Ronald Schatt) and co-founded by former sax player, Peter King was to begin with, simply a place where British jazz musicians could jam.

 

For the first few years, Ronnie Scott’s saw the best of British modern jazz, but there were restrictions involving work permits for visiting American players. Interestingly, Scott, and even more so King, were hugely influential in lifting the blanket ban of American musicians playing in Britain. This was on the condition an exchange deal was involved so work in the United States was provided for British players. This enabled Scott and King to enlist the services of the great Zoot Sims for a four-week residency, whilst the Tubby Hayes Quartet, who played on the Ronnie Scott’s opening night went off to play in New York at the Half Note Club.

This paved the way for a flood of other American artists catapulting Ronnie Scott’s onto the jazz-club map, such as Al Cohn, Stan Getz, and Roland Kirk to name a few.

With a growing reputation , Ronnie Scott and Peter King had to go looking for larger premises, and in 1965 moved nearby to Frith Street, keeping the former venue open until 1967 (running at a loss), to give somewhere for younger British players an opportunity to play and develop.

In 1968, following continued growth, Ronnie Scott’s extended even further by acquiring the building next door.

Ronnie Scott sadly passed away in 1996, and after his death, Pete King ran the club for a further 9 years before selling to current owner, Sally Green. Sally Green who was introduced to Ronnie Scott by her father when she was in her teens went on to become a regular in the club for many years and it was her reputation of restoring and maintaining the tradition of some of London’s oldest theatres that persuaded King she was the right person to take over. Sally Green’s first move was to appoint Pete King as honorary lifetime president and in June 2006, Ronnie Scott’s reopened after a 3-month refurbishment and has since been a venue for some of the biggest names on the jazz scene today such as Kenny Garrett, Billy Cobham and many more.