Absinthvertrieb Lion was founded by Markus Lion in winter 2000. The original name of the company, “La Fee Verte”, was abandoned after 2.5 years, in order for the new company name of “Absinthvertrieb Lion” to make the actual objective of the company clear. The company was renamed to ABSINTHE.DE in summer 2007
It all started off very small. In the first 2.5 years, everything was still incidental and we started the business with only 10 products from Spain and Germany. Products from France and the Czech Republic as well as spoons, glasses, posters and fountains were quickly added to this. The boom started when the press became aware of us in spring 2001. Absinthe-mania was in full flow. In March 2002, Kübler 45 became the first Swiss absinthe in our range. This was recently succeeded by Kübler 53, which remains a highlight of our product range. In May 2002, Absinthvertrieb became the first importer for Francois Guy Absinthe in Germany. This is another, ongoing highlight of our range – even today. Shortly after this, we were the first trader to import Un Emile absinthe, which also comes from Pontarlier. In the years that followed, numerous extremely interesting products were added, e.g. such as Libertine, Abisinthe, and Montmartre. In spring 2003, the secondary business became a full-time business. This was accompanied by professionalisation of the overall service. In summer 2003, an open tax warehouse for spirits was approved. The business grew. In July 2004, after long negotiations, we were awarded exclusive rights for Ted Breaux’s Jade Products. Jade Nouvelle Orleans won so many laurels in advance that a German absinthe forum selected it as the absinthe of the year even before the product launch – and confirmed this accolade after the product was launched… On 1st March 2005, the absinthe ban in Switzerland finally came to an end. This brought many new manufacturers onto the market, who had previously been distilling only illicitly on a domestic scale. For us, what was of considerably greater interest was the collaboration with a professional distillery. The company Matter-Luginbühl caught our eye with its excellent Kallnacher Absinthe very early on and we quickly made contact. Here, we immediately encountered great interest in the development of own products. The result of this was Absinthe Duplais, for which we were awarded the gold medal and best in class appraisal by the International Wine & Spirits Competition in July 2006. Later in the year, Duplais Verte became the absinthe of the year in Switzerland and it tops the ranking list at Absinth-Bibel.de. In autumn 2005, we moved to new warehouse premises, which made the business considerably easier. Unfortunately, it became clear after a few months that these premises were much too small… A further move in spring 2006 was unavoidable. The product range now includes some 200 products, most of which we sell exclusively in Germany or at least import ourselves. Direct collaboration with the manufacturers is very important to us. It enables us to quickly see where the trends are going and, if necessary, to influence them. The product range includes products from all price sectors, which means that we can cover a broad clientele. Naturally, this also includes accessories such as glasses, numerous spoons, and fountains. We serve consumers from Canada to New Zealand and work in Germany with the restaurant, retail and wholesale trades. Abroad within Europe, we have built up a network of sales partners with whom we foster close contacts. For our commercial customers, we offer absinthe seminars focusing either on training staff or maintaining customer loyalty.