A New Era for Distilled Spirits...

LONDON, UNITED KINGDOM, Nov 09 (MARKET WIRE) --
Paris, London, New York, Milan, Singapore, Hong Kong, Sidney

Editors Note: There is a photo associated with this Press Release.

World renowned absinthe expert George Rowley, CEO & Brand Owner of La
Fee: Pioneer of the Absinthe renaissance since early 1998 with
Marie-Claude Delahaye, historian and founder of The Absinthe Museum,
Auvers-sur-Oise, France. They returned 'The Green Fairy' with La Fee -
the first traditional absinthe to be distilled in France since the 1915
ban. We are now changing the face of the absinthe category across Europe,
Asia and the USA with NV Absinthe Verte the first Premium Mainstream
Absinthe - a spirit for everybody.

After ten years evolving this market, Rowley is proud to unveil the new
dynamic direction for absinthe - which will draw in a broader group of
both consumers and bars to this once forgotten mystical elixir: NV
Absinthe Verte by La Fee is to absinthe what JD is to whisk(e)y and what
Bacardi is to rum, at an RRP of US$21.99 / 750ml. - NV is the modern,
mixable party spirit and perfect Christmas drink!

At 38%ABV 76 degrees PROOF, NV is distilled with Grand Wormwood, Anise,
Fennel and a little something special from La Fee - representing a giant
leap forward for the category into mainstream spirits, with affordability
at no compromise to quality from The House of La Fee. NV is adorned by
the iconic La Fee Eye Logo - our mark of excellence. NV turns cloudy on
the rocks (Classic Absinthe Louche - no spoon or sugar needed) and is
also a joy dropped into your favourite energy drink (NV Bomb) or in the
NV Mojito... You get the picture - an original spirit whose characters
combine to make an exciting addition to any back-bar and the all-round
home party scene.

After four years in development NV Absinthe Verte by La Fee, product of
Paris, France is the new starting point for absinthe. With its lower
price point and alcoholic volume NV now allows consumers to enter at the
premium mainstream level - leading up to La Fee's multiple award winning
Premium and Ultra Premium Ranges (La Fee X S Suisse has just won a third
consecutive Gold at the 2009 Absinthiades; Pontarlier, France). NV is
already making an impression in the UK: National accounts include TGI
Friday's and listing across many of the country's University venues.
Selfridges & Co. of London are not just retailing NV, but also served the
'Sex Pistol' ice cream (with a shot of NV) courtesy of The ICECREAMISTS.

From a stable whose provenance, authenticity and quality are second to
none, comes a contemporary absinthe for today's market - NV: The True
Spirit of Absinthe for the People...

For Distribution & Information visit WWW.LAFEENV.COM or WWW.LAFEE.COM

38%ABV / 76 degrees PROOF - RRP: US$21.99 / 750ml - Product of Paris,
France

DOWNLOAD PRODUCT PICTURES

PRESS: For further information or to arrange an interview with George
Rowley, contact Jane Henn or Oscar Dodd at press@lafeeabsinthe.com or on
T: +44(0)1992 511445 F: +44 (0) 1992 511489

'La Fee', 'The La Fee Eye' device, 'Absinthe Verte' and 'NV' are
trademarks and/or registered trademarks of Green Utopia Ltd and/or La Fee
LLPCopyright AND IMPORTED TO USA BY GREEN UTOPIA MANHASSET, NY, UNDER
LICENSE FROM GREEN UTOPIA LTD. UK BRAND & TRADEMARK OWNER

Enjoy La Fee responsibly

You must be of legal drinking age in your country/state to drink La Fee

To view the photo associated with this press release, please visit the
following link:
http://www.marketwire.com/library/20091106-NVAbsinthe800.jpg

Contacts:
La Fee
Jane Henn
+44(0)1992 511445
+44 (0) 1992 511489 (FAX)

La Fee
Oscar Dodd
+44(0)1992 511445
+44 (0) 1992 511489 (FAX)
press@lafeeabsinthe.com

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