Absinthe: an Exploration of the Role of Mythology and Ritual in Market Revival

  • Lauren I. Labrecque
  • Garret M. Warr
  • Joseph Labrecque
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Absinthe, a once wildly popular spirit, was banned at the turn of the twentieth century as a consequence of its purported hallucinogenic effects. Now after nearly a century-long prohibition, recent de-restrictions in Europe and the Americas have allowed the opalescent green drink, nicknamed “the Green Fairy,” to return to the marketplace. This research uses netnography and content analysis as tools to help understand the historic marketability and consumption of this product and to reveal current consumption behaviors.

Copyright information

© Academy of Marketing Science 2016

Authors and Affiliations

  • Lauren I. Labrecque
    • 1
  • Garret M. Warr
    • 2
  • Joseph Labrecque
    • 3
  1. 1.Loyola University ChicagoChicagoUSA
  2. 2.CERNChicagoUSA
  3. 3.University of DenverDenverUSA

Personalised recommendations