Absinthe: an Exploration of the Role of Mythology and Ritual in Market Revival
- Cite this paper as:
- Labrecque L.I., Warr G.M., Labrecque J. (2016) Absinthe: an Exploration of the Role of Mythology and Ritual in Market Revival. In: Kim K. (eds) Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham
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.