Legendre Absinthe Trio

 

 

 

 

Recently we were fortunate to add a third Legendre Absinthe bottle to our collection.
This new acquisition has the round Legendre shoulder seal intact, which was a nice surprise.
These early Legendre Absinthe bottles were all hand bottled by J. Marion Legendre, in the finished attic of his home during the immediate post prohibition era, during the first three months of repeal.

Legendre Absinthe and Legendre New Orleans Bitters

A pair of rarities from the the early days of Legendre & Co., a unused invoice form for Legendre Absinthe, which was only used for a very short time from Dec. 1933, to the first two months of 1934.

The other striking find is a handwritten note by J.Marion Legendre, on how to make Legendre New Orleans Bitters, which were Legendre & Co. version of Peychaud's Bitters.

Legendre Absinthe Booklet

With the Dec 1933 post prohibition launch of Legendre Absinthe, J. Marion Legendre would issue his first promotional booklet 25 Ways to Enjoy Legendre Absinthe.

Collection of Legendre Absinthe bottles and booklet.

The Legendre Absinthe booklet contained a historical background on absinthe and cocktail recipes to introduce and reassure the public, that Legendre Absinthe was a delicious and safe beverage to consume during the immediate post prohibition days.

 

 

The Legendre Absinthe Labeling, and promotional booklet would only last a few short months in early 1934, before the Federal Alcohol Control Administration would require Legendre & Co. to remove the word Absinthe from their product.
J. Marion Legendre would quickly adopt the name Legendre Herbsaint, The New Name for Legendre Absinthe. 

#herbsaint #absinthe #legendreabsinthe #neworleansabsinthe #absinthehistory

Drinking Absinthe at The Old Absinthe House 1909

A recent addition to our collection is this vintage postcard of the The Old Absinthe House, sent May 1st, 1909.

The front of the postcard is a fairly common image, but what was written on the back, was quite interesting as the text reads: "Absinthe is a great French drink, this is the only place in this country where they drip it, Holes are worn in the marble, an inch deep." 








#absinthe #oldabsinthehouse #neworleansabsinthe

Returning With New Herbsaint Finds

We will be posting again regularly.
Quite a bit of historical information, and several new finds took place while we were busy with real life.

Stay Tuned...

#herbsaint
#legendreherbsaint
#sazerac

Legendre's Drugstore

The Legendre Building at 122-126 Barrone, in New Orleans, which still stands today was the location of Legendre's Drug Store, as well as the headquarters of Legendre & Co. during the early years of Legendre Herbsaint production.

A few Legendre's Drugstore Items, which include an interior shot of Legendre's Drugstore, from an early 1900s advertisement.

A small selection of Legendre's Drugstore bottles in our Collection. 

Legendre & Co. pharmaceutical label for medicinal Wormwood.
The French term for Wormwood would later become a famous Trade Name for Legendre Herbsaint. 

During Prohibition, Legendre's Drugstore would have one of the largest federal permits to dispense prescription alcohol. 

Below, an example of some surviving prescription documents from Prohibition Era Legendre's Drugstore that reside in our collection.

The front of Legendre's Drugstore / Legendre Bldg. in the late 1950s

The window of Legendre's Drugstore around 1948 or 1949, 

Look at what is in the window. 

#herbsaint

#absinthe

#legendreabsinthe

#neworleansabsinthe

#absinthehistory

The New Orleans Absinthe Manufacturers Association

Following the repeal of prohibition, three New Orleans distillers, L.E Jung & Wulff, Yochim Brothers, and the newest addition Legendre & Company, would each release their own absinthe type spirits.

To shorten a very complicated story, that we will return to in the future, these three distillers would form an association to promote their unique spirits, and dispel the myths surrounding absinthe.

Stay tuned, in the near future we will discuss some interesting findings on this part of New Orleans Absinthe History...

80 Years of Legendre Herbsaint

March 1st 1934, Legendre Absinthe is renamed Legendre Herbsaint.

March 1st, 2014, Herbsaint celebrates 80 years of being The Spirit of New Orleans.

Happy Birthday Herbsaint!

Early 1934 Herbsaint Items

A little grouping of 1934 Legendre Herbsaint items, including the earliest known '34 Herbsaint pint bottle, a '34 Herbsaint Mini, a 1934 Legendre Herbsaint Booklet,25 Ways of Enjoying Herbsaint and an unused 1934 Herbsaint label date stamped June '34, by the Indiana Liquor Control Board.

A Rare Gem found: 1915 L. E. Jung Greenopal

One of the many chapters in the shared history of New Orleans, and Absinthe was an old New Orleans distiller L. E. Jung. (Later to be known as L. E. Jung & Wulff)

L. E Jung distilled absinthe, among their many types of  bitters, liquers, and liquors during their roughly sixty year history. From the surviving information, it appears that L.E. Jung produced a copy of C.F. Berger's absinthe , both as a verte, and a blanche.

1911 L.E. Jung catalog page with their pre-ban absinthe.

When the USA banned absinthe in 1912, L.E Jung would reformulate their Absinthe in 1913 and produce what may well have been the first American Absinthe substitute, called GREENOPAL.

1913 New Orleans Bee French language advt. for their absinthe substitute. 

Original purchase June 2014

A surviving L.E. Jung Greenopal Absinthe Substitute from 1915, now residing in our collection.

Greenopal would later resurface after repeal under the house brand of Solari's market in New Orleans.

We will pick up the story of the many changing names of L.E. Jung, and L.E Jung & Wulff's absinthe substitutes, as Jung & Wulff would try to find a niche in the post pro-prohibition market.

Stay tuned for more photos to come...

The Sazerac Gift Shop

Over a dozen years ago I encountered an image of a 1930s Legendre Herbsaint poster, its subject was the classic Herbsaint Frappé, with the now famous line:

“At The Close Of The Day, Drink An Herbsaint Frappé, Legendre Herbsaint, Always Served When Absinthe Is Called For”.
The vintage Herbsaint frappé poster was the inspiration for a fascinating journey discovering the history of Legendre Herbsaint.

 The original Herbsaint advertising images are both unique and quite rare, with originals being almost impossible to find.

The Sazerac Company has gone into their amazing archive of vintage Herbsaint images, and now has available, four reproductions of vintage Herbsaint posters, available to the public for the first time in over 70 years.

Stop by the Sazerac Company’s new online shop, and pick up a set of Legendre Herbsaint posters, and while there check out their other Herbsaint items, and don’t forget to check out the other fine Sazerac products available on their new site.

http://www.thesazeracgiftshop.com/

Vintage Herbsaint Posters

The New Orleans Absinthe Manufacturers Association

A quick iPhone photo to preview a coming attraction.
The New Orleans Absinthe Manufacturers Association.

Below are the three New Orleans distillers that formed The New Orleans Absinthe Manufacturers Association.

Three rare survivors...

Happy New Year! from the Legendre Absinthe twins

To celebrate the coming New Year, we present for your viewing pleasure.
Two Legendre Absinthe bottles!

Legendre Absinthe was the original name for Legendre Herbsaint, appearing after prohibition was repealed during December 1933.

Below is a billboard on Canal St. in New Orleans, Dec. 1933 announcing Legendre Absinthe.

 

A very early poster for Legendre Absinthe, from the Sazerac Co. archives.

With Legendre Absinthe,  J. Marion Legendre had an advantage over his other competitors in the spirits industry, Legendre Absinthe did not need years of barrel aging like other spirits, so J.M. Legendre was able to have Legendre Absinthe bottled and ready for sale during the first month of repeal.

Below is a Newspaper ad for Legendre & Co., Dec. 31, 1933.

A very Rare Legendre Absinthe drink recipe booklet from the Sazerac Co. archives.

Unfortunately for Legendre & Co., the Federal Alcohol Control Administration would be unprepared to regulate the spirits industry, and properly deal with the rush of business during the early days of repeal, and by the first few months of 1934, the Federal Alcohol Control Administration, would require that Legendre & Co. remove the word absinthe from the label.

Legendre & Co. was not the only New Orleans distiller caught up in the post prohibition legal confusion, regarding absinthe, two other old time New Orleans distillers would also find that they too, would have to remove the word absinthe from their labeling of their products.

We will talk more about this in the coming days...
Stay Tuned & Happy New Year!

Repeal at The Old Absinthe House Dec. 5, 1933

December 5, 1933 Repeal of Prohibition is celebrated at The Old Absinthe House, as documented by a recent postal card find.

It is quite interesting to see the writer celebrating repeal at The Old Absinthe House, and mentioning "You Have No Idea What Absinthe Does To The Soft Southern Drawl".

One might wonder whether it was left over pre-ban absinthe, or perhaps some of Mr. Legendre's early product to toast the end of prohibition.

It must have been quite an evening...

Mid 1950s Herbsaint fullsize and pint bottles

Pictured are two mid 1950s Legendre Herbsaint bottles, the standard full size bottle, and the less common pint bottle.

We will have more and better photos up soon, after the holidaze!




We will have an extraordinary new addition to showcase very soon, stay tuned to see a very rare Legendre & Co. find profiled that one won't see everyday.

Early 1934 Legendre Herbsaint Bottle

This early 1934 Legendre Herbsaint pint bottle, dates from the the period of time when Legendre & Co. changed the name of Legendre Absinthe, to Legendre Herbsaint.

This unique early Herbsaint bottle used a different bottle for a short period until 1935, when Legendre & Co. would adopt a pint bottle that matched the full sized Herbsaint bottles, with a raised circular area to hold the Legendre & Co. seal of quality.

Back label:

A few new finds to be posted soon...

We have been rather busy lately, and have acquired some new additions which we will post shortly, ranging from two recently found Legendre's Drugstore bottles. and a couple of major Legendre Herbsaint finds, that are quite stunning.

Watch for new photos shortly...till then, stay tuned!

A quick preview:

Legendre Absinthe

December 5, 1933 Prohibition is repealed, within a matter of days, J. Marion Legendre would receive one of the first rectifiers permits issued in the south, and Legendre Absinthe is born.

Below is an original Legendre Absinthe bottle, from the earliest days of Legendre & Co.

 

A December 1933 newspaper ad for Legendre Absinthe.

Herbsaint Tasting room at Tales of the Cocktail

Be sure to stop by the Herbsaint Tasting Room at Tales of the Cocktail, we will be there displaying some of our Herbsaint rarities, and debuting a surprise addition to the collection.

http://www.talesofthecocktail.com/events/herbsaint-spirit-of-new-orleans/

Saturday July 28th, 2012  

10:30am — 12:00pm 

Royal Ballrooms  C & D, Hotel Monteleone

Come enjoy the Spirit of New Orleans® at the Herbsaint Tasting Room. One of America’s oldest Spirit brands and with deep roots in the Big Easy, Herbsaint was created by New Orleans pharmacist Marion Legendre and launched just after Prohibition. Herbsaint has become famous over the years as an integral ingredient in the Official Cocktail of New Orleans – The Sazerac – but it is also a favorite of bartenders and cocktail lovers who enjoy its unique flavor and interesting mixability.

 Guests will enjoy a variety of Herbsaint cocktails, to include the winning cocktail of the recent Melodic Mixology Competition, sponsored by Herbsaint and Offbeat Magazine. Guests can also make their way through the historic artifact and photography gallery as they sample delectable New Orleans-Herbsaint inspired creations during live cooking demonstrations. Live musician, Mark Weliky will entertain guests as they partake in The Spirit of New Orleans®. A photo booth will also be available for guests to bring home a souvenir from their visit to New Orleans.

HERBSAINT BRAND TO CELEBRATE THE BIRTHDAY OF FAMOUS NEW ORLEANS CREATOR

HERBSAINT BRAND TO CELEBRATE THE BIRTHDAY OF FAMOUS

NEW ORLEANS CREATOR

Special Event to Commemorate Birthday and Announce Cocktail Competition, May 12

New Orleans, La – (April 10, 2012) – On Saturday, May 12, 2012, Herbsaint will host a birthday celebration to pay tribute to J. Marion Legendre, the creator of the anise-flavored liqueur brand which is now owned by the Sazerac Company of New Orleans.

The open-to-the-public event will be held at The Sazerac Bar, located inside The Roosevelt New Orleans Hotel, from 1:30 p.m. to 3:00 p.m. Guests can enjoy Herbsaint Frappes and a special birthday cake cutting, as well as a chance to view historical photographs and artifacts from Herbsaint’s storied past.

In addition to the celebration, Herbsaint and Offbeat Magazine will announce details of the first annual Herbsaint Melodic Mixology Competition, a cocktail competition for New Orleans area bartenders which requires them to create a unique Herbsaint cocktail inspired by their favorite New Orleans song.

Guests in attendance will receive a reproduction of the first in a series of famous Herbsaint advertising posters, a mainstay in bars and restaurants in New Orleans in the 1930’s. For more information or questions, please contact Jana Ritter with Herbsaint at (504) 224-1411 or visit Herbsaint’s Facebook page.

Preceding the event, the Sazerac Restaurant inside The Roosevelt Hotel will feature special Herbsaint-inspired lunch specials.

About Herbsaint

Shortly after Prohibition ended in late 1933, a New Orleans apothecary-turned entrepreneur by the name of J. Marion Legendre introduced a product called Legendre Absinthe. Legendre learned about pastis and absinthe while stationed in France during WWI. Upon his return to New Orleans after the war, he secretly made absinthe in his Uptown home during prohibition. His launch of Legendre Absinthe was a dream come true. Sadly for Legendre, just months after launching his product, the U.S. Government forced him to remove the word absinthe from his brand name amid concerns that absinthe could have detrimental effects on people’s health. Legendre quickly re-named his product HERBSAINT and launched an aggressive marketing campaign that called on people to “Drink Herbsaint Wherever Absinthe Is Called For.”

Herbsaint is available in both 90pf (suggested retail $19.99) and 100pf (suggested retail $34.99) 750ml bottles. The Sazerac Company introduced the 100 proof product in 2009 to commemorate Herbsaint’s 75^th Anniversary. The product is made according the very same recipe that Legendre first used in 1934.

About The Sazerac Company

Sazerac is one of New Orleans’ oldest family owned, privately held companies and has operations in New Orleans, Louisiana; Frankfort, Bardstown, Louisville and Owensboro, Kentucky; Fredericksburg, Virginia; Carson, California; Baltimore, Maryland and Montreal, Canada. For more information, please visit www.sazerac.com.