Almost three years after the April Fool's Day blogs (mine and the original French spoof) about Pernod bringing back the original Pernod Fils, it looks like this - or something like it - may eventually be happening. On March 5th, 2013, the TTB issued their approval of the following labels:



Absinthe lovers will note the inclusion of the words "The Original Recipe," the fact that Pernod clearly states that their 1805 distillery is France's first absinthe distillery (and not the first absinthe distillery in the world which was in Switzerland a few years earlier), the mention of plants being distilled in wine alcohol, and the disappearance - at last - of the artificial colours that have been in Pernod Absinthe up to now.

I, for one, am delighted that Pernod have at last removed the artificial colours. Several other high volume absinthes still use artificial colours, and maybe this will force them to ditch them too. Artificial colours are a short-cut that provides a cheaper cost and a sub-standard product. Companies using them have had an unfair cost advantage over those companies that have chosen to make traditional absinthe in the original way.

In fact, I tasted what I was told was the new Pernod product a few weeks ago, and it was clearly a significant improvement on the current product.

Pernod's new, old recipe may well herald improved standards globally in the category and the consumer is the ultimate winner!

UPDATE: July 5, 2013.

I wrote above: "I, for one, am delighted that Pernod have at last removed the artificial colours. Several other high volume absinthes still use artificial colours, and maybe this will force them to ditch them too. Artificial colours are a short-cut that provides a cheaper cost and a sub-standard product."

And now (surprise, surprise), the first French post-ban absinthe becomes the first to copy Pernod in ditching its artificial colours.

One wonders what took them so long ...