Absinthe time in London

A new absinthe brand is preparing its arrival on the London bar scene to give the capital an updated approach to Oscar Wilde’s (supposedly) favoured drink.

Metropolitan Spirits has appointed luxury drinks company Vanquish to handle distribution of La Maison Fontaine Absinthe, and create a base in high-end clubs and bars.

Vanquish’s efforts over the coming months will be supported by Metropolitan Spirits and brand builder PrettyGreen with an education and seeding programme.

Cocktail writer Allan Gage was also recruited to create an “Art of Imagination” range of drinks based on La Maison Fontaine for the global bar scene.

Mark Stringer, a founding partner of the brand, said: “We believe that there’s a gap in the market between the traditional world and the contemporary, in terms of both design, types of pour rituals and cocktails created and we hope that La Maison Fontaine can become the bridge between those two worlds.”

Jenny Gardener head of brand management at Vanquish Wine said: “At Vanquish we are approached by new spirit brands coming into the market all the time, but it is extremely rare to find one that we think will change the way the industry views the category as a whole.  

“For us La Maison Fontaine represents a perfect fusion of tradition and modernity. The unique way that cocktails have been created using an infusion in the traditional absinthe fountain is really exciting and I’m looking forward to further bartender innovation.”

La Maison Fontaine is distilled in absinthe’s heartland of Pontarlier in the Jura region of France.

It uses 15 different herbs in its production including the “Holy Trinity” of fennel, anise and grande absinthe from Pontarlier and has an abv of 56%.

And being a white absinthe there is not a green fairy in sight.

Rupert Millar, 24.08.2010