Wednesday, May 14, 2014
PERNOD ABSINTHE & ART
Based on a painting by artist Charles Maire (1845-1919), for many years this art poster hung in nearly every bar and café in Paris during La Belle Epoque. Depicting the orginal Pernod-Fils bottle and the traditional style of glass used during its golden age, the image also honours the artistâs home of Pontarlier.
The flattery of imitation
When absinthe's popularity grew rapidly in the 19th century, the Pernod Absinthe name quickly became associated with quality and purity of ingredients. So eager were competitor brands to profit from Pernod Absinthe's reputation, they created similar brand names to fool drinkers,
The Art of Absinthe
Soon cafés and bars all over Europe would use art posters to promote different brands of absinthe. Images of the Pernod-Fils factory in Pontarlier depicting the French provincial heritage of the brand, as well as packaging, labelling and bottles were all popular advertising images, and would all help to distinguish Pernod Absinthe from its imitators.
Such was the popularity of Art Nouveau on the streets of Paris in the 19th century " an art style influencing everything from street signs to furniture design " many brands would adopt this style in their advertising well into the 20th century.
Pernod Absinthiana
Today, some lovers of Pernod Absinthe around the world take their enjoyment of the Green Hour even further, collecting vintage bottles of Pernod Absinthe and other memorabilia from the 19th and early 20th century.
Branded Pernod Absinthe spoons, fountains, water carafes and advertising have fetched thousands at auction houses around the world and are now considered collectors' items.
Sources : Marie-Claude Delahaye. L'Absinthe, histoire de la Fée Verte , 1983 et « Pernod, Créateur de l'Absinthe », 2008.
PERNOD ABSINTHE, A CULTURE
Absinthe had established itself as the pre-dinner drink by the mid-19th century, with 'The Green Hour' known by all as the early evening moment to enjoy the drink.
Ritual à la Française
The classic French Absinthe ritual. Measure Pernod Absinthe into a glass. Place the sugar cube on a perforated absinthe spoon that lies across the top of the glass.
The Green Fairy returns
As more and more people seek to experience Pernod Absinthe as it was originally enjoyed during La Belle Epoque period, the tradition of The Green Hour, or L'Heure Verte
The Green Beast
Build the ingredients listed in order; add ice cubes. Garnish with thin slices of cucumber.
