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Saturday, December 3

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Drink Mon Jun 22 2009

The Great Absinthe Crusade

When you talk to distiller T.A. Breaux about his product, after a while you get the vague sense that he's talking like a parent (or teacher) who has to patiently (very patiently) explain the same fact to a child (or student) over and over again until said person finally gets it.

But that's because Breaux distills absinthe, one of the most misunderstood spirits on the market.

Breaux's absinthe crusade began about 15 years ago when he was a chemist in New Orleans. Someone mentioned absinthe in passing as a, "green liquor that makes people crazy." Breaux was intrigued and began researching the product that would soon become his calling. He couldn't find much until he looked at the Merck Index, whose entry for absinthe Breaux has memorized. "Ingestion of the liqueur absinthe can cause hallucinations, convulsions, death." Breaux wondered how that could be, given that the drink was extremely popular at the turn of the 20th century.

Since it wasn't available, Breaux tried to distill his own batch, which he deemed "terrible." He couldn't hit on the elusive answer until the mid-nineties, when he acquired two unopened bottles of real vintage absinthe. By 2000 he got the equipment he needed to analyze the product. "It opened up a whole new world of possibilities," he said. He discovered that the allegations of hallucinations were "completely false" because he could now prove what was actually in the liquor.

Absinthe gets its reputation has a hallucinogenic because of the ingredient Grande Wormwood, which contains thujone, the component responsible for causing the hallucinations. In the U.S, thujone has been banned from being an ingredient in food or drink for almost a century. However, when Breaux analyzed his ancient absinthe, he discovered that it didn't contain very much thujone at all.

Breaux reverse engineered the spirit to learn how to make it and went to France to start producing his absinthe using herbs from the area and 130-year-old equipment, figuring he'd never be able to sell his product in his home country

In 2006, New York attorney Jared Gurfein decided he'd like to try something different with his career. He called a friend in the liquor industry looking for a business idea and came up with the notion of bringing absinthe back to the U.S. Gurfein had lived in Europe and had seen absinthe "percolating in the subculture." He thought it could be an interesting business prospect, if he did it right.

Gurfein connected with Breaux, and when they discovered they were on the same page when it came to their views on absinthe, they cemented their partnership, and Viridian Spirits was born.

The tricky part was getting the product approved. The pair took Breaux's recipe for what was going to become Lucid and submitted it to TTB, the Alcohol and Tobacco Tax and Trade Bureau. However, they chose not to say what the formula was and simply asked if it was legal.

It passed the test, but a red flag appeared when Viridian submitted the Lucid label for approval, and Viridian had a year-long legal fight over the term "absinthe." Viridian was eventually able to prove their formula met regulations. In March 2007, Lucid was approved and appeared on the U.S. market.

Once Lucid was approved, many other distillers hopped on the bandwagon and created their own versions of absinthe, including Lake Bluff's North Shore Distillery. Sonja Kassebaum of North Shore told me at this year's WhiskyFest that they'd started the distillery because they wanted to make gin and absinthe. "We didn't think we'd be selling absinthe," she said, pleased about the regulatory approval.

You can try absinthe in various bars and restaurants, but if you want to buy a bottle, you usually have to pony up about 60 bucks or more to get one of the many varieties available. The price is high because the ingredients can be difficult to acquire, and, as Kassebaum explained, "It's so complex and so difficult to make well."

To make the price a little easier on the wallet, Lucid's just come out with a 375 mL bottle for retails for about $35.

Of course, not all absinthes have quite the same flavor profile, which mean it may be difficult (and expensive) to figure out which one you like best. To that end, Delilah's (2771 N. Lincoln) is holding its first absinthe tasting on Tuesday June 23 (that's tomorrow), where you can sample all sixteen brands of absinthe available in the U.S. for just $20.

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StillLife / June 23, 2009 11:31 AM

You are correct in saying that it may cost a fortune to find an absinthe to your liking. Absinthe tastings are are great way to do this. There is also a great absinthe review site that has some pretty good recommendations

Artemisia / June 23, 2009 12:11 PM

"he's talking like a parent"

or a door-to-door salesman perhaps?

"he discovered that it didn't contain very much thujone at all"

How very convenient! Food and Drug Administration's (FDA) regulation at 21 CFR 172.510 means that US absinthe must test thujone free.

Roche / June 23, 2009 12:54 PM

Actually, there are over 50 Absinthes available in the U.S. I agree that 16 is more that you'd normally have access to, though.

Sonja Kassebaum / June 24, 2009 3:37 PM

Thanks for a great article, Jill. The event at Delilah's was fantastic - we had a nice sized crowd of very interested folks, and many brands had representatives there. Our hope is to have more of these events in the future.

There is much propaganda and (mis)information out there about absinthe and thujone. Some sites I would recommend to learn the truth include:, where you can find studies and articles about thujone, as well as and

Mike / June 25, 2009 12:18 PM

LOL @ the people who spend loads of cash on absinthe with ZERO thujone in it. What's the point? It tastes like ass otherwise.

“absinthe without thujone is like Playboy without the photos”

Mike / June 25, 2009 12:20 PM

BTW -- As anyone can find out online, Lucid has been tested numerous times and contains no thujone whatsoever. That's why it was approved, not because they were vague when submitting it for approval.

Marketing 101.

The Absinthe Review Network / June 25, 2009 9:34 PM

Mike couldn't be more wrong. "thujone-free"=10 PPM, EXACTLY the same as EU regulations. You want BS marketing? Look no further than Le Tourment Vert, but Ted has always been an honest man and is responsible for great strides in quality.

If you think absinthe tastes like ass, you must have been drinking complete rubbish like Le Tourment or Pernod.

Consuelo V. / June 25, 2009 10:48 PM

Thujone is easily read about as are recipes, percentages and dreary laws. If you can view the Thirsty Traveler episode on the Green Fairy, it's fun and informative. Here's a tidbit:

If it tastes anything but smooth, has anything other than a delightful aroma and has you feel anything other than fluffy - drink a good one. There are proper ways to drink it that do make a difference if you're not just having a cocktail with an absinthe rinse.

Viridian's website has good info as well:

Keep learning and tasting!


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Feature Thu Dec 31 2015

The State of Food Writing

By Brandy Gonsoulin

In 2009, food blogging, social media and Yelp were gaining popularity, and America's revered gastronomic magazine Gourmet shuttered after 68 years in business. Former Cook's Illustrated editor-in-chief Chris Kimball followed with an editorial, stating that "The shuttering of Gourmet reminds...
Read this feature »

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