Following a recent relaxing of regulation, Pernod Ricard is bracing itself for a relaunch of its famous Pernod Absinthe in France later this year, which will set the platform for a global push of the product.
Absinthe Supérieure aims to celebrate its bohemian background and make the most of its legendary status as the preferred tipple of artists like Picasso and Van Gogh. These ideas will be utilised in the brands global marketing campaigns which will follow the French launch.
The 68% ABV spirit will go on sale shortly and will be released in limited edition packaging later in the year, featuring a number of current day artists work as it aims to inspire artisans of the future.
