How can you create a modern cult?
Absinthe, a high proof spirit of greenish colour, still retains a legendary reputation today. Notably in Paris at the turn of the century, many artists had fallen under the spell of the "green fairy" where symptoms such as seizures, blindness and delusions towards death were commonly attributed to this cult drink and which eventually led to its ban. Since 2005, however, the production and consumption of absinthe in Switzerland has once again been allowed. Such a long history of prohibition, combined with many tales of legendary effects and seduction, has therefore the power to create a perception and illusion steeped in ghosts and perils from the past. In short: Absinthe has great, yet dangerous, cult potential.
The Swiss brewer Feldschlösschen had wanted to exploit this unique potential to introduce a special, limited edition drink that would combine a popular beer with absinthe under an existing brand name. Offering beer with a taste of absinthe was felt to fit a young, party going crowd and it was especially here that awareness of the product was to be targeted. Additionally, the beer brewed under the name Cardinal also came from the French part of Switzerland where absinthe had been produced since the 18th century, in Val de Travers.
Feldschlösschen Getränke AG
Feldschlösschen is the foremost brewery in Switzerland. With its headquarters in Rheinfelden, the company stands for over 135 years of brewing culture and employs approximately 1,300 people throughout Switzerland.