In our latest poll, we asked what the public’s response would likely be to the legal release in the U.S. of Absinthe. Last summer, the sale of the spirit dubbed “the green fairy” became legal after a ban of nearly 100 years was lifted by the Alcohol and Tobacco Tax and Trade Bureau. However, the Bureau placed some limits on the amount of thujone, found in wormwood, in the product.
The great majority of respondents – approximately 60 percent – agreed that Absinthe would most likely attract a niche market of followers – of those who can afford to drink the libation and enjoy its unique anise flavor profile. At least three producers of Absinthe are currently marketing their products in the U.S., and the spirit carries a super-premium price. For example, Viridian Spirits’ Lucid Absinthe, has a suggested retail of $60 for a 750 ml bottle.
Roughly 20 percent of poll respondents felt that the future of the spirit lies on the ability of Absinthe producers such as Viridian Spirits to forcefully drive the message home to consumers. This segment agreed that producers need to spend the money and effort to develop and execute promotional campaigns that not only raises awareness, but creates excitement and interest as well.
The third voting segment – almost 14 percent – felt strongly that Absinthe could be the next big thing behind the bar or on the shelves. This group believes that consumers’ seemingly endless thirst for new products and flavors in cocktails, coupled with a sense of curiosity for tasting a spirit that was previously unavailable and in fact banned – would generate strong interest and consumption.
The fourth, and final group, just over 6 ½ percent -- were not as convinced that the spirit would do well, and were concerned about Absinthe’s alleged hallucinogenic properties . Even though the government has ruled that only small amounts of thujone, found in wormwood, be allowed in Absinthe, this group agreed that consumers would still be wary and refrain from using the libation. To participate in our current poll question, visit www.BevInfoGroup.com.