Altamar Portfolio

Brand Communication Strategy - Kübler Absinthe

La Bleue vs Verte

● Blanche Absinthe earned a colloquial name of “La Bleue” in Switzerland during its ban. This traditional and delicate style, indicative of the region, would be called at bars or restaurants as opposed to naming “absinthe”. It’s crystalline appearance made it easier to hide - and further, when water was added, and the Absinthe “louched” there was a slight iridescent blue hue to the clouded drink. ● Verte was considered to be a more bold flavored style, and required a secondary maceration of botanicals to both extract color and flavor. Considered by many to have been more of a “French” style of Absinthe, rather than the original “Blanche” or “La Bleue” of Switzerland - this style was highly popularized in French culture during the Belle Epoque; and also where the term “The Green Fairy” originates.

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