La Fée Absinthe launch NV brand for spirits
The owners of La Fée Absinthe have expanded their NV Absinthe line with the launch of four spirits under one unified brand: ENVY & NV.
The new range includes Caribbean White Rhum, London Dry Gin, Scottish Blended Whisky and Triple Distilled French Vodka alongside their established French Absinthe.
Production, bottling and sales began in April 2016, yet the idea began way back in 2007 when La Fée took the first step from premium to mainstream, with their low-strength NV Absinthe.
George Rowley, owner of La Fée said: “We have an opportunity to enter the mainstream spirits market with our new ENVY & NV Spirits brand via our established independent global distribution channels currently used to ship our premium brands, reducing costs by shipping alongside them.
“Our new range of base spirits, unified in one simple brand, design, name and bar call, offers our distributors a chance not always open to them – to enter the mainstream market with a quality affordable product, and an already established client base.”
NV Spirits will be releasing 10% equity of NV Spirits in 2016 and further releases in subsequent years to potential owners to create a five-year marketing investment program via several equity releases.
Rowley said that the new brand has effectively been seeded in the market via NV Absinthe over the last ten years.