We were delighted to have worked with the team at 1751 on the Absinthe brand Home.
Situated at one of the most impressive distilleries we've ever visited, in Thuir, near Perpignan, South of France.
Designed by Mr Gustave Eiffel himself, the man responsible for that little iron tower in Paris. The Distillery contains some amazing ironwork detailing connecting different parts of the Distillery. An impressive internal street covered by iron archways, where trains, and deliveries were once commonplace.
Still a functioning distillery producing Byrah, and more recently adding Absinthe back to the production line.
The Distillery was officially opened in Oct 2013 after Pernod completed 2 year long construction after French lawmakers voted to lift the nationwide ban on Absinthe production.
Initially consumed by the bourgeoisie, absinthe was very successful and in 1870, representing 90% of appetizers consumed in France. In the early nineteenth century, production reached 36 million litres. Taken particularly under fire temperance leagues, the "Green Fairy" was prohibited for consumption in France in 1915.
It was not until 1988 that a decree allowing production of absinthe in France as the "spirits with absinthe plants".
On May 17, 2011, the law of 1915 is finally repealed and authorises the production and circulation of absinthe. The Pernod group then decided to boost production using the original recipes.
Naturally the old distillery and associated spaces were underused and lacked any distinct spaces for Brand Advocacy. Created within the works was a new dedicated bar space, designed to also host events and demonstrations. A library houing historic Absinthe order books and a laboratory space for distilling your own Byrah.
Some images of the completed project courtesy of the mighty Carlinhes & 1751