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.
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: