Tuesday, December 11, 2007
Absinthe Makes the Heart Grow Fonder
Advertising Age notes that the greatest impediment to selling absinthe may now be its strongest selling point:
Aspiring absinthe marketers spent the last few years trying to convince government regulators that the mystique surrounding the long-banned liquor -- cited as the cause of Vincent Van Gogh's madness and even linked to murders -- was mostly urban legend that ought to be disregarded.The spirit was banned in 1912, but the newly approved imports "have levels of thujone -- the hallucination-inspiring chemical that derives from wormwood -- that are below the long-held government limit." I'm sure the importers don't want you to know that.
Now that the wormwood-based liquor is being marketed legally again, look for those same marketers to raise that mystique at every opportunity.