Absinthe Heydaze
Absinthe hit its peak during the years from 1880-1910, when it fell dramatically in price, becoming accessible to all parts of society and
rivalling wine as the most popular drink in France. By then EVERYONE drank absinthe – society ladies, gentlemen-about-town,
businessmen and politicians, artists, musicians, ordinary working-men. In 1874, France consumed 700,000 litres of absinthe, but by
1910, the figure had exploded to 36,000,000 litres of absinthe per year. It was a quintessential part of Belle Epoque French society.
Riding the crest of this wave the Pernod company boomed, continually expanding production. By 1896 production was up to 125 000 liters
per day.A devastating fire in August 1901 destroyed much of the factory (and resulted in millions of liters of absinthe being discharged
into the Doubs River, which turned cloudy with anise for miles downstream), but the shrewd Pernod's collected almost 4 million francs in
insurance payouts and rebuilt the plant with fireproofing and the very latest technical machinery.
So successful did Pernod Fils become that it spawned a host of copycat brands – there was an Edouard Pernod, a Gempp Pernod, a
Legler Pernod, Jules Pernod, Jules Pernot, Perrenod et Cie, Emile Pernot, Pierrot, Père Noë and many similar. The constant legal battles
that Pernod Fils waged to protect its name laid the foundation for some of modern French copyright law.
A particularly cheeky brand was called “La Meme”, which means “the same” in French:
...waiter! another absinthe!
'la même?'
OUI! the same!
...but maybe NOT the same one he was drinking.…
Pernod Fils (and some of its larger competitiors such as Berger and Edouard Pernod) exported worldwide. The French colonies -
especially Algeria, Vietnam, Madagascar and Tahiti - were all significant markets, as were South American countries like Argentina
and Chile. Naturally, absinthe soon found its way to the "Little Paris" of North America, New Orleans, where it quickly became extremely
popular, particularly as an ingredient in cocktails such as the Absinthe Frappé. The “Old Absinthe House”, with its beautiful and timeworn
green marble absinthe fountain, is one of New Orlean’s most famous sights. Aleister Crowley, the mystical writer and occult magician
wrote his famous and often quoted tract "Absinthe - The Green Goddess" in the Old Absinthe House in 1916 while waiting for a woman
friend. It was first published two years later in the socialist journal "The International". After the end of prohibition, the New Orleans-based
Legendre Company launched Herbsaint, an absinthe-like pastis, which is still made today.
rivalling wine as the most popular drink in France. By then EVERYONE drank absinthe – society ladies, gentlemen-about-town,
businessmen and politicians, artists, musicians, ordinary working-men. In 1874, France consumed 700,000 litres of absinthe, but by
1910, the figure had exploded to 36,000,000 litres of absinthe per year. It was a quintessential part of Belle Epoque French society.
Riding the crest of this wave the Pernod company boomed, continually expanding production. By 1896 production was up to 125 000 liters
per day.A devastating fire in August 1901 destroyed much of the factory (and resulted in millions of liters of absinthe being discharged
into the Doubs River, which turned cloudy with anise for miles downstream), but the shrewd Pernod's collected almost 4 million francs in
insurance payouts and rebuilt the plant with fireproofing and the very latest technical machinery.
So successful did Pernod Fils become that it spawned a host of copycat brands – there was an Edouard Pernod, a Gempp Pernod, a
Legler Pernod, Jules Pernod, Jules Pernot, Perrenod et Cie, Emile Pernot, Pierrot, Père Noë and many similar. The constant legal battles
that Pernod Fils waged to protect its name laid the foundation for some of modern French copyright law.
A particularly cheeky brand was called “La Meme”, which means “the same” in French:
...waiter! another absinthe!
'la même?'
OUI! the same!
...but maybe NOT the same one he was drinking.…
Pernod Fils (and some of its larger competitiors such as Berger and Edouard Pernod) exported worldwide. The French colonies -
especially Algeria, Vietnam, Madagascar and Tahiti - were all significant markets, as were South American countries like Argentina
and Chile. Naturally, absinthe soon found its way to the "Little Paris" of North America, New Orleans, where it quickly became extremely
popular, particularly as an ingredient in cocktails such as the Absinthe Frappé. The “Old Absinthe House”, with its beautiful and timeworn
green marble absinthe fountain, is one of New Orlean’s most famous sights. Aleister Crowley, the mystical writer and occult magician
wrote his famous and often quoted tract "Absinthe - The Green Goddess" in the Old Absinthe House in 1916 while waiting for a woman
friend. It was first published two years later in the socialist journal "The International". After the end of prohibition, the New Orleans-based
Legendre Company launched Herbsaint, an absinthe-like pastis, which is still made today.
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