Press Release by La Fée & Cellar Trends Ltd for the United Kingdom
News Release: 27th October 2020
La Fée Launches New Format
La Fée announces the launch of an innovative new 20cl format of their flagship La Fée Parisienne. Not just a smaller bottle size, La Fée have brought innovation to the category with a detachable 12 page cocktail book integrated into the label. The book not only serves up the history of the category and the origins of La Fée, but offers education on how to drink absinthe, from the classic sugar and water, through to modern twists on cocktail classics.
La Fée has long been the pioneer of the Absinthe category since founder George Rowley fought to resurrect Absinthe in 1998. Since then, the team at La Fée have worked with Marie-Claude Delahaye of the French Absinthe Museum to restore Absinthe to its rightful place as a cornerstone of the cocktail world. 2020 is no different with the launch of the innovative new 20cl format of the flagship La Fée Parisienne.
To further drive education, La Fée has teamed up with Difford’s Guide to bring education to the fore. As well as the innovative cocktail book, the new 20cl bottle features a QR code, which directs consumers to diffordsguide.com where they will find a further 180 La Fée cocktails to recreate at home.
La Fée 20cl has produced a ‘Triangle of Knowledge’:
1. 20cl bottle with unique label booklet design and pop up pourer
2. Bespoke QR code on the booklet leading to the 180 cocktails with La Fée, referenced on Difford’s Guide here.
3. Supported by the new hardback ‘Difford’s Guide to Cocktails’ #15 Edition
La Fée founder George Rowley states “Absinthe has been synonymous with cocktail culture since the very beginning, and with our new 20cl we are giving bars the chance to bring Absinthe from the back of the bar, to the front of the bar without the need for bartenders to decant into smaller bottles. We also recognised that as at-home consumption of cocktails continues to grow, we wanted to give the consumer an affordable, but authentic absinthe offering, as well as a way to educate the consumers through our tear off cocktail book and easy link off pack to Difford’s Guide to Cocktails”
In addition to the innovative label design, the new 20cl bottle design also features an integrated pop-up pourer.
La Fée Parisienne 20cl has a RRP of £14.50 for a 20cl bottle, comes in a 6 pack counter display box, it will be available nationwide via UK distributor Cellar Trends.
For further media information, hi res images and samples please contact Rosie Frampton or Amanda Moorhouse at MPR Communications:
For more information, firstname.lastname@example.org visit www.LaFee.com or follow La Fée on:
Instagram @realabsinthe / Facebook @realabsinthe / Twitter @realabsinthe
For Distribution information:
Craig Chapman, Head of Brands, Cellar Trends
Phone +44 (0)1283 217703 La Fée Parisienne 20cl Video link: https://youtu.be/NBkQ2OZwwPg
Historical Press Releases
Vinopolis Press Release – New Spirits
New Boutique Spirits Lounge unveiled as part of the Vinopolis re-launch and tasting experience
Vinopolis is delighted to reveal the latest addition to the renewed wine and spirit tasting destination, a boutique Spirits Lounge complete with La Fée Absinthe, Bloodshot Vodka spirit and Element 29 Vodka products to sample. As part of the huge investment in design and technology for the tasting experience, Vinopolis wants visitors to sample more boutique and exclusive brands, especially with such interest in specialist and premium spirit brands in London being at an all time high.
La Fée Absinthe champions the green fairy’s rich history, being the brand responsible for repealing the bans and making the drink truly accessible and sparking a worldwide modern revival. Working closely with Marie-Claude Delahaye, world-expert and absinthe historian, they recreated, for the first time since the ban of 1915, the first traditional absinthe to be distilled in France. Absinthe has a colourful and remarkable history and there is no one better to experience it with than La Fée, Vinopolis are thrilled to host them in the new spirits lounge with four products for visitors to explore, La Fée Absinthe Blanche, La Fée Absinthe Parisienne, La Fée X.S Absinthe Suisse and La Fée X.S Absinthe Française.
Greenbox Drinks Ltd are the innovative company behind Bloodshot Vodka Spirit and Element 29 Vodka, creating the spirits right here in England from British sourced produce, Greenbox Drinks Ltd are not only committed to the quality of their drinks but also to their environmental impact. Element 29 vodka is actually supplied in a refillable format reducing packaging by 95%, cutting transported weight by 45% and transported volume by 63%. The carbon cost of producing and recycling glass are completely avoided. The same attention to detail was applied to the production and final taste making this copper distilled vodka one to savour.
Bloodshot is a unique drink described as a fiery fusion of exotic spices, hot peppers & heady aromatics. Intensely savoury & seriously spicy yet retaining a delicate complexity and a smooth, long finish. Created by lover of Bloody Marys, Mark Douglas Hill, developed this drink with the perfectionist in mind and you’ll struggle to find a more superior Bloody Mary when you add this blend to tomato juice.
Tickets for the three Vinopolis packages – Essential, Classic, and Quintessential – are now on sale and visitors will have the opportunity to taste any or all of the special spirits on offer.
Managing Director, Lucy Haines commented, ‘Delivering an experience unlike any other in London has always been our USP but now to re-open with a dedicated Spirits Lounge to really focus on spirit tasting and enable our visitors to access these types of brands has added a whole new dimension for us. Whether learning how to master the art of serving absinthe or exploring British vodka and enjoying all its complexities, the Vinopolis visitor will complete their wine tasting experience with a flourish. Working in partnership with La Fée Absinthe and Greenbox Drinks Ltd will further cement our reputation as a destination for wine and spirit tasting enthusiasts.’
More about The Vinopolis Experience
Set under the soaring railway arches of a former viaduct the new reception area, just metres from the Thames path is large and welcoming, encouraging people to dwell in the bar area to wait for friends and get acquainted with the experience they are about to embark on.
It is here that the hi-tech visitor cards will be pre-loaded with tokens for the experience and the visitor maps will be collected. The cards will enable visitors to choose exactly what tastings they want to sample. They’ll also capture the drinkers preferences, enabling them to develop their tastes on their next visit and purchase the wines they have enjoyed the most.
The experience is made up of four main components:
The Winery: Visitors can browse through the interactive screens and find out a bit more about how wine is produced, the whole process from grape to glass.
Welcome theatre: One of the most popular features from our previous tour packed with simple take- home facts and interaction with our experts.
The Geography room will highlight weather systems and wine making regions across the world and how the two are linked and what impact climate has on flavours.
The Tasting Zones: Most of the tasting happens here – with state of the art enomatic machines, wall panels and huge interactive tables, find out more and get suggestions on what to sample next.
Discovery: Discover historic wines from Georgia and English sparkling wine from award-winning English producer, Nyetimber and learn how we got to the drink we take such pleasure in today.
Canard-Duchêne Champagne Room: Head to the Canard-Duchêne Champagne room for a taster of this prestigious French producer with hand poured Champagnes and three products to sample.
Spirits Lounge: A snug lounge situated towards the end of the wine experience is where visitors can challenge their taste buds further and try our boutique spirits, La Fée Absinthe, Bloodshot Vodka spirit and Element 29 Vodka.
*Experiences are priced at:
Essential: £27 – 7 tokens
Classic: £32 – 12 tokens
Quintessential: £38 – 16 tokens
Saturday tickets carry an additional peak charge of £5
More about The Restaurants
Cantina Vinopolis: Our fine dining experience located under two of the most stunning of the railway arches. Recently reviewed, as the sort of restaurant where no matter how full you get: you keep on ordering because you want to keep on tasting the food
Del Mercato & Pizzeria: The newest member of the family, Del Mercato is our Italian hub focusing on the simplicity and flavours of exceptional Italian cuisine. Due to open in the Autumn of 2012.
Brew Wharf: Our gastro-pub and micro-brewery with a sunny terrace overlooking the hustle and bustle of Borough Market. Homemade and artisan beers are served alongside delicious pub grub.
Wine Wharf: This is our snug little wine bar, a perfect retreat from the busy streets, where you can sample from an extensive wine list. Visitors who don’t have time for the full Vinopolis tasting experience can pop in here just for a taster and little respite from the elements.
Bar Blue: A stylish bar serving everyone’s favourite cocktails, and a few surprises, Bar Blue is a haven for after work downtime, drinks receptions and lazy afternoons catching up with friends.
More about The Event Space
Whether you’re looking for a traditional venue, a contemporary one, or a mix of both, Vinopolis has one of the most flexible event spaces in London.
The impressive Great Halls accommodate up to 750 guests and are great for tiered events that require a dinner and reception. The Mezzanine hosts up to 350 guests and is popular for break-out sessions and small exhibitions. Neighbouring space Academia fits up to 100 guests and can be used as a complement to larger events or as a space in its own right, great for dinners, civil ceremonies or civil partnerships. The Gallery has space for up to 200 guests and is ideal for product launches and exhibitions. Finally if you require a space for small conferences and meetings The Boardroom holds a maximum 50 guests and is equipped with full AV facilities.
Whatever the occasion, the Vinopolis Events Team is on hand to turn your vision into reality and ensure your event is one to remember.