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Pernod plans Absinthe campaign
Pernod Ricard is looking to reignite the fortunes of its absinthe brand following last year’s legalisation of the spirit in France after a nearly a century of prohibition.
The company is set to launch a marketing campaign which plays on the drink’s cultural history.
The French drinks giant first produced the spirit, commonly referred to as “the green fairy”, in France in 1805.
It is planning its first global campaign for its Absinthe Supérieure brand, which will underline the drink’s associations with the arts and bohemian culture.
Pernod Ricard has appointed marketing agency Forward to create a digital platform and a series of art- and fashion-themed events in the UK and other key markets this year.
It also plans to collaborate with artists to produce limited-edition bottles, with a print campaign to follow in the coming months.
Pernod Ricard claims its 68% abv absinthe was the first of its kind to be made commercially available, and favoured by artists such as Van Gogh and Picasso.
The drink has never been banned in the UK.