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By Paul Mitchell



No product in the liquor business has such a storied and controversial history as has absinthe. The resurgence of real wormwood absinthe since the early 2000's has coincided with the revival of cocktail culture resulting in a huge interest in this mystical drink. The myths surrounding the liquor include that it can lead to hallucinations, delusions, insanity, clarity of vision, and many other psychological enhancements. Jagermeister, another trendy liqueur, was once coincidentally also proported to offer similar effects -- and look how popular that spirit is today! But absinthe's history stretches back hundreds of years and was hugely popular among influential artists of a grander age only to be universally banned. After a century of bannishment, the Green Fairy has slowly started to appear back on store shelves and restaurant bars. So what happened recently to created this resurgance? And what is the big deal with absinthe anyway?

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Article by: Paul Mitchell

Devil’s Pale Ale
Manufactured by: Great Lakes Brewing, www.greatlakesbeer.com

The can is tall with stark contrast between its shiny black hue and prominent white lettering. The first thing people notice about it on the shelves is the semi-sacrilegious “666” staring back, defying early Sunday school lessons and beckoning them over the dark side. The name conjures up ideas of leather-clad bikers, low rumbling motorcycling engines, and “born to be wild” impulses to hit the road for adventure and mayhem.

Is “Devil’s Pale Ale” (LCBO 615880, $2.50/473 mL) a case of niche marketing or a cleverly designed campaign to cash in on an existing and well represented stereotype? Brewers are always looking for new gimmicks to set themselves apart in a market place crowded with brands, so it may well be a reflection of existing demand from the market place crossed with an attempt to cultivate a unique image for a new product.

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