Altamar Portfolio

Brand Communication Strategy - Kübler Absinthe

Grand Wormwood

● Grand Wormwood (Artemisia Absinthium) is not only essential to Absinthe production, but arguably is the most important component or ingredient. The character of the wormwood itself is often derived by terroir - the soils of the Val de Travers, rich in magnesium, produce a distinct style and character of the plant. ● Wormwood also contains the compound “Thujone” - thought to cause hallucinations. However so little thujone survives distillation that one would experience Alcohol poisoning before consuming enough Absinthe to actually hallucinate. ● Further - Wormwood is often used as an additive in vermouth and Genepi production; regularly the key ingredient for Dry Vermouth and other fortified wines.

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