Everything New Is Old Again

A quick look at the mock up of the New Herbsaint, which is a revival of the original version by J. Marion Legendre.

The New Herbsaint is a revival of the original formula, No Grande Wormwood, and the lab sample tastes really nice, and compares well with the vintage.

The Sazerac Company will have an official announcement soon with more information about the up coming release date which should happen this fall.

I'm very happy!
And will post more pictures from Tales shortly.

Happiness is...

Tasting the contents of this glass.



Stay tuned for more information.

I'm very pleased.

Tales of the Cocktail kicks off with a celebration of Herbsaint’s 75th Anniversary

Tales of the Cocktail kicks off with a celebration of Herbsaint’s 75th Anniversary

Contact:
Ann Tuennerman: 504-343-4285; ann@talesofthecocktail.com

Tales of the Cocktail kicks off with a celebration of Herbsaint’s 75th Anniversary

NEW ORLEANS – June 30, 2009 – The 7th annual Tales of the Cocktail kicks off its five-day schedule of soul stirring events with a celebration 75 years in the making. On Wednesday July 8th at 2 pm at the Hotel Monteleone, Ann and Paul Tuennerman, Founder and Executive Director of the New Orleans Culinary and Cultural Preservation Society of Tales of the Cocktail, will be joined by authors, chefs, mixologists and members of the media as they toast the 75th Anniversary of Herbsaint and the start of Tales of the Cocktail 2009 with Herbsaint Frappés.

The Sazerac Company of New Orleans will be launching a Herbsaint Absinthe product in the Fall of 2009. It will resurrect the original formula used by J. Marion Legendre from 1934 when his product was called Legendre Absinthe. He later renamed the product Herbsaint after being forced by the government to cease using the word Absinthe.

Further honoring this unique flavor of New Orleans, the New Orleans Culinary and Cultural Preservation Society will unveil a plaque that will be placed at 124 Baronne Street, the site of J.M. Legendre’s Pharmacy where Herbsaint was born. In addition to Herbsaint Frappés, the event will also feature the Creole Julep and the Sassy Southern Belle, the official alcoholic and non-alcoholic cocktails of this year’s events, as well as Herbsaint and Sazerac truffles.

WHAT:
Toast the official start of Tales of the Cocktail 2009 with Ann Tuennerman, founder of Tales of the Cocktail, and Robert Hess, the 2009 Cocktail Ambassador.

In honor of Herbsaint’s 75th Anniversary, complimentary Herbsaint Frappes will be served as well as the Creole Julep, the official cocktail of 2009, and the Sassy Southern Belle, the official non-alcoholic cocktail of 2009. Attendees will also enjoy Herbsaint and Sazerac truffles.


WHERE:
Hotel Monteleone
Main Entrance/Front Steps
214 Rue Royale
New Orleans, Louisiana

WHEN:
Wednesday July 8, 2009
2:00PM – 3:00PM

We will be there of course, with a few old Herbsaint artifacts.

See us at the New Orleans Pharmacists Seminar on thurs., and the Herbsaint Tasting room on Saturday.

Herbsaint Old Absinthe Bar Souvenir Mini

The Old Absinthe Bar* in New Orleans quite naturally offered Legendre Herbsaint as a signature drink, being the absinthe substitute of New Orleans. The Old Absinthe Bar offered a souvenir booklet which reads as a promotional piece for Legendre Herbsaint, and to go along with this promotional booklet, a patron of the Old Absinthe Bar could purchase a souvenir Herbsaint mini to remember their visit. Pictured are an original souvenir Herbsaint mini bottle, and a few other Old Absinthe Bar items from my collection. When time permits, a more detailed photo layout & inventory will be added.

*Not to Be confused with the Old Absinthe House, The Old Absinthe Bar for many years had the original Bar, and Absinthe Fountains, from the Old Absinthe House after the prohibition era raid that shuttered The Old Absinthe House.

Herbsaint at Mardi Gras

From the late 1950s, some beautiful graphics to promote Herbsaint as served in New Orleans.

This was the first major change to Herbsaint packaging by The Sazerac Co., with all new labeling, and a ribbon and wax seal where the old Legendre & Co. paper seal once was.

J. Marion Legendre, and The Sazerac Co. both went beyond their competitors in not only producing an excellent product with Herbsaint, they both would pay a great deal of attention to the graphics and packaging of Herbsaint.

Legendre Anisette

Legendre Anisette was another early product offered by Legendre & Co., as J. Marion Legendre looked for ways to broaden his line of spirits and bitters.

Legendre Anisette was mentioned in the inaugural 1934 Herbsaint recipe booklet, as an ingredient in The Herbsaint cocktail.



Legendre Anisette






A few Legendre & Co. mini bottles to enjoy

Seventy Five Years of Herbsaint

March 1st marks the seventy fifth anniversary of the name Herbsaint.

Following the early post prohibition launch of Legendre Absinthe, the F.A.C.A. "requested" that J.M. Legendre change the name of Legendre Absinthe, to a name that would better fit the Federal regulations, so Legendre Herbsaint, became the new name for Legendre Absinthe.



March 1934 New Orleans




U.S. Trademark Document




Original 1934 Unused Herbsaint Label

The Sazerac Company

Stop by The Sazerac Company and see their beautiful new website.

They should have a nice Herbsaint related surprise for drinkers later this year...

Stay tuned for more info.

December 1933, Repeal And The Launch of Legendre Absinthe

December 5th 1933, Prohibition is repealed and J.M. Legendre launches "Legendre Absinthe" in New Orleans.

J. Marion Legendre was one of the first people in the southern United States to receive a Federal Rectifiers permit from the F.A.C.A. following repeal.
Legendre & Co. held Rectifiers Permit number R-48, which is still in use today by The Sazerac Co. in making Herbsaint in the modern era.

Marion Legendre was able to bring Legendre Absinthe to market much quicker than other distilled spirits that required years of aging, giving Legendre & Co. the advantage of having a delicious drink on the market ahead of his competition, that did not need years of barrel aging.

Pictured below is a rare news paper advertisement from December 1933 for the new Legendre Absinthe.



A very rare Legendre Absinthe bottle.
Special thanks to Oxygenee for the photo.

Legendre's Drugstore And The Creation Of Herbsaint

An important piece of history from Legendre's Drugstore, to be updated...




During the freewheeling days and nights of prohibition era New Orleans, prominent members of New Orleans society, and "unnamed political figures" staying at the Roosevelt Hotel, would often have prescriptions of Legendre's herbal and alcohol remedy delivered to their suites at the Roosevelt Hotel.



One can only imagine who might have called during prohibition for Legendre's delicious herbal remedy.

Legendre's Drugstore

Coming Soon: Legendre's Drugstore.

Stay tuned, we are getting caught up after Hurricane Ike.

A vintage image of Legendre's Drugstore on Baronne, (The original building still stands) with a nice Sazerac cocktail display in their window.






Three vintage bottles from Legendre's Drugstore.

Herbsaint Pint Bottles

Legendre & Co. offered Herbsaint in three sizes ranging from the familiar 4/5 Quart, to the fairly common Mini bottle, and the hard to find pint bottle size. Legendre & Co. offered the pint bottles for their products from the 1930s through 1948, with Sazerac Co. continuing to offer Herbsaint in pint bottles through the late 1950s.



Pictured is a 1930s 120 proof Herbsaint pint bottle in very nice condition.




Sazerac era Herbsaint pint from the late 1950s.

Herbsaint Drip Glass

In the mid 1950s The Sazerac Co. released a set of absinthe style drip glasses as a promotional item for Herbsaint. These very attractive and functional absinthe glasses with their unique Brouille, or dripper, that could hold ice and water, produce a perfectly louched glass of Herbsaint.

The glass Brouilles were popular in southern United States, back in the pre-ban era of absinthe, and were described in a number of vintage cocktail texts regarding the serving of absinthe.
The Brouilles were especially popular in places like New Orleans where the hot climate made serving iced drinks part of the norm.

Originally offered at $1.50 via mail order, the Herbsaint drip glasses were advertised for several years on the rear label of Herbsaint bottles, they offered an attractive and traditional way to serve a glass of Herbsaint in the traditional absinthe drip style.

The drip glasses were available from the mid 1950s through the late 1960s from the Sazerac Co.

Special thanks to Stanley Schwam retired Senior VP. of The Sazerac Co., and Kevin Richards, Brand manager for Herbsaint, for this beautiful Herbsaint glass.

The Sazerac Beomes The Official Drink Of New Orleans

It's official! The Louisiana Legislature passed House Bill 6 designating The Sazerac as the official drink of the city of New Orleans!

To celebrate, some images of vintage Sazerac ingredients, shown with The Sazerac Company's excellent Sazerac Rye, and a vintage Hotel Roosevelt Sazerac Bar glass.

The Sazerac Recipe is courtesy of The Sazerac Company, makers of Sazerac Rye, Legendre Herbsaint, and Peychauds Bitters.

1934: Herbsaint Given a Clean Bill Of Health

With the publishing of the first Legendre Herbsaint recipe booklet, Marion Legendre showed quite a bit of business savvy, with his inaugural Herbsaint booklet, more than just a listing of drink recipes, this was not only an introduction to Legendre Herbsaint, but a carefully crafted booklet to educate, and ease the fears of a public unfamiliar with absinthe styled drinks.

Legendre even took the unprecedented step of having Tulane University analyze Herbsaint and have the head of Tulane University’s Chemistry dept. issue a statement that there was no harmful or habit forming substances in Legendre Herbsaint, which was printed in the initial Herbsaint booklet.

Marion Legendre would also turn some of the controversy over the post prohibition absinthe confusion to his advantage, by using a recent New Orleans Item news story, written on May 6^th, 1934, as a press release stating: Herbsaint Given Complete Bill of Health and go to state that Legendre Herbsaint is the only correctly labeled absinthe-styled drink made and sold in New Orleans. It complies with the law in every respect, and is sold nation wide.

Herbsaint Frappé

The signature Herbsaint cocktail is without a doubt the Herbsaint Frappé. The Herbsaint Frappé is the first cocktail recipe that appears in every Herbsaint recipe booklet, printed from 1934, to the mid 1950s. The Herbsaint Frappé is a New Orleans favorite, perfect on those warm humid days & nights in the Vieux Carré.








Below
One of William B. Wisdom's iconic advertisements for Legendre & Company.
"At the close of the day Drink an Herbsaint Frappé"
Legendre Herbsaint Always served when absinthe is called for.

J. Marion Legendre

The man who created Herbsaint



A very dapper J. Marion Legendre pictured in 1982.

The elusive L. E. Jung & Wulff "Milky Way" Logo

The elusive L. E. Jung & Wulff "Milky Way" Logo, which has long been a source of mystery to absinthe collectors, has been found.

The L. E. Jung & Wulff Company, was an old New Orleans distillery that made absinthe before the 1912 U.S. government ban, L. E. Jung & Wulff who also made a number of liqueurs before prohibition, would also make several non alcoholic cordials during prohibition to keep the firm in business during the long dry spell in the USA.

Following the repeal of prohibition in Dec 1933, Jung & Wulff would revive production of absinthe and made approximately 1500, cases of absinthe before being ordered to cease by the FACA (Federal Alcohol Control Administration) in early 1934. Following this action L. E. Jung & Wulff would market their own absinthe substitute called Milky Way.

An excerpt the from the Jung & Wulff booklet The Mixologist

L. E Jung & Wulff Trustees of Southern Traditions "Est. 1883".

The TRUTH about ABSINTHE

ABSINTHE originated in Algeria, and was introduced into Europe by the French soldiers. It is a distillation of sixteen herbs, roots, seeds and leaves, including the much discussed WORMWOOD.
Some people believe that Wormwood is a poison. It is no such thing, but is a valuable tonic and stimulant for the stomach--see Webster's dictionary--when taken in such quantities as it appears in Absinthe. It is harmful only when taken in overdoses as is the case with anything.
When genuine Absinthe was prohibited by Federal Law, L. E. JUNG & WULFF CO. developed a non-wormwood product known as MILKY WAY, as a substitute for Absinthe. From this product was omitted only the prohibited wormwood, and the formula slightly changed to replace the wormwood. MILKY WAY can not be distinguished, in taste, even by the greatest Absinthe connoisseurs, from genuine Absinthe. We recommend its use wherever Absinthe is called for.
MILKY WAY is a distilled product, superior to all present day American Absinthe substitutes."

Legendre Herbsaint Advertisement

From New Orleans Comes Herbsaint

Pictured is a striking advertisement for Legendre Herbsaint circa 1944 created by well known Southern writer William B. Wisdom.

William B. Wisdom created several striking advertisements for Legendre & Co., including a number of Legendre Herbsaint recipe booklets, and numerous iconic advertising slogans, with evocative period graphics. Wisdom also created tie-in ads for The Old Absinthe House, that feature Legendre Herbsaint prominently in the ad copy.

J. Marion Legendre recalled William B. Wisdom and his advertising work in Legendre's memoirs:

"I employed William B. Wisdom to promote and advertise “Herbsaint”, having a very fertile mind, he prepared recipe books and all sorts of advertising material. He painted Herbsaint as being a most delectable drink and described the product in glowing terms. Wisdom stated that the formula for Herbsaint was handed down from father to son and had been in the Legendre family for a long time. I told him that this might be questioned but he said “It is of no great importance”. As a matter of fact, I have never been questioned on this subject and I have never changed any literature printed by me and by Sazerac. No one really cares how Herbsaint came about as they either enjoy it or do not enjoy this drink"
J. Marion Legendre October 5, 1984

Legendre Herbsaint Mini Bottles

A selection of Legendre Herbsaint Mini Bottles.

Two early 120 proof Legendre Herbsaint mini bottles from 1934 on the left, On the right is a late 1940s screw top 120 proof Legendre Herbsaint mini bottle in remarkable condition, with the contents still holding the original natural green color.

Three Vintage 120 Proof Legendre Herbsaint Mini Bottles



Below:
A Legendre Herbsaint Cocktail mini, with a label that differs from the usual Herbsaint graphics.

A Glass of Vintage Herbsaint

A glass of vintage Legendre Herbsaint from the 1940s, a rare treat from old New Orleans.
The scent and taste of this vintage bottle of Legendre Herbsaint compares well to a vintage absinthe such as Pre-Ban Pernod Fils, and other quality Pre-Ban absinthes.

Legendre Herbsaint stands alone in it's category as an absinthe substitute, with an unbroken production record from 1933, to present day, long after other competitors have faded into history.

1940s Legendre Herbsaint

1930s Legendre & Co. Bottles

A Selection of 1930s Legendre & Co. Bottles

Top images: A 1934 Legendre Herbsaint bottle, with the label in two parts, showing the new name, Legendre Herbsaint. This bottle dates from the early production of the newly revised label.
Also shown is the original Legendre & Co. stamped cork, rescued from the inside of the bottle.








Below: From left to right, an example of a rare pint bottle Herbsaint, an intact 1934 Herbsaint mini bottle, a full sized Herbsaint bottle with an early two piece label, Legendre New Orleans Bitters, and a December 1933 Legendre Old Absinthe House Cocktail bottle.
At the center is an unused Herbsaint label, date stamped July 13, 1934 on reverse.

A Selection of 1930s Legendre & Co. items

Legendre Herbsaint Bottle From the 1940s

A still sealed full bottle of Legendre Herbsaint

This is a well preserved example of Legendre Herbsaint from the 1940s, still full with no ullage, this bottle waits for the day to be opened, and make this Herbsaint collector's heart grow fonder.

Legendre New Orleans Bitters

Legendre New Orleans Bitters

Legendre & Co. made their own high quality version of Peychauds bitters, this rare bottle dates from the 1930s. Legendre & Co. would market two types of bitters, The New Orleans Bitters, and Orange Bitters, in both mini bottle, and pint bottle size.

A selection of Vintage New Orleans Favorites

Legendre Old Absinthe House Cocktail

Legendre Old Absinthe House Cocktail

This Legendre Absinthe House Cocktail bottle is a very early Legendre & Co. artifact, dating from the immediate post prohibition era of December 1933.
The still sealed contents which appear to be intact, are likely a pre-mixed Herbsaint Frappé that may have been marketed through The Old Absinthe House.

Legendre Absinthe Label

Legendre Absinthe Label



The very rare, and short lived Legendre Absinthe label, used only from December 1933, through very early 1934, when the Federal Alcohol Control Administration objected to the use of the word "Absinthe" on the label, and would require Legendre & Co. to change the label. By March 1, 1934 Legendre & Co. would announce the new name, Herbsaint.



Early two piece Legendre Herbsaint label.

The bottom Herbsaint logo was likely added to make the new label stand out, as the Herbsaint logo was transitioned into use in 1934.

A Selection Of Vintage Herbsaint Booklets

A selection of Herbsaint recipe booklets, from 1937 to 1954.





From Left to right, original Legendre Herbsaint recipe booklets, from 1937, 1944, 1949, and 1954.

The Story of Herbsaint

Excerpt from the 1937 Legendre Herbsaint recipe booklet




French in name, French in origin, and French in its sophisticated appeal, Legendre Herbsaint is a drink distinctly European in character. Its very appearance differs from all other drinks. In its original state Herbsaint is a transparent greenish amber. Mixed with water or ice as in a frappe, Herbsaint becomes an opaque beverage whose gyrating whorls of coalescent strata have a distinct opalescent hue. This refreshing and delightful beverage pleases the palate of the connoisseur and man about town alike, and is reminiscent of the charm and unique appeal of New Orleans. in whose Vieux Carre it has attained its greatest popularity. To drink Herbsaint is to recall the glories of the past, to renew acquaintance with the romance and glamour of by-gone days of Old France and of that France of the New World-Louisiana.

New Orleans Absinthe History

Introduction
Following the repeal of prohibition in December 1933, there were handful of distilleries in New Orleans that revived the spirit of absinthe in New Orleans, this is their story.

J. Marion Legendre and the Story of Herbsaint

Legendre Herbsaint is the longest surviving absinthe substitute in America, made by Legendre & Company, and produced in New Orleans for many years, Legendre Herbsaint remains a New Orleans favorite to this day.




J. Marion Legendre

The founder of Legendre & Company, J. Marion Legendre, was a prominent New Orleans businessman and pharmacy owner, his creation called Legendre Herbsaint, would become the best known and longest surviving absinthe substitute in America.



Follow the creation of Herbsaint in New Orleans