Pernod-Ricard revives Absinthe with global campaign

Pernod-Ricard: readies global campaign for absinthe brand
Pernod-Ricard: readies global campaign for absinthe brand

Pernod-Ricard is relaunching its absinthe brand with a campaign that plays on its cultural influence, following last year's legalisation of the spirit in France after a nearly a century of prohibition.

The drinks maker first produced the spirit, sometimes called "the green fairy", in France in 1805.

It is planning its first global campaign for its Absinthe Supéri-eure brand, which will underline the drink's associations with the arts and bohemian culture.

Pernod-Ricard has appointed 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 commercially available, and favoured by artists such as Van Gogh and Picasso.

The drink has never been banned in the UK.

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