{"id":8411,"date":"2011-03-23T08:04:52","date_gmt":"2011-03-23T12:04:52","guid":{"rendered":"http:\/\/quotulatiousness.ca\/blog\/?p=8411"},"modified":"2018-01-11T15:54:38","modified_gmt":"2018-01-11T20:54:38","slug":"re-inventing-pastis-for-a-modern-audience","status":"publish","type":"post","link":"https:\/\/quotulatiousness.ca\/blog\/2011\/03\/23\/re-inventing-pastis-for-a-modern-audience\/","title":{"rendered":"Re-inventing pastis for a modern audience"},"content":{"rendered":"

From the description, what is called pastis<\/a> in France is marketed in Ontario as Pernod, one of my favourite beverages:<\/p>\n

\n

It is as French as berets and p\u00e9tanque but now drinks groups are trying to boost flagging sales of pastis by shaking off the national drink’s fusty image and recasting it as a trendy long summer drink.<\/p>\n

The French use the phrase “je suis dans le pastis” to mean in trouble and the foggy liqueur is indeed in trouble — eclipsed by whisky as the country’s favourite tipple.<\/p>\n

Although 120m litres of pastis are still knocked back in France annually, sales are declining at a rate of about 1% a year and, like brands such as Baileys in the UK, it is heavily discounted in supermarkets.<\/p>\n

Now market leader Pernod Ricard says it is trying to “redefine the pastis drinking experience” by marketing a new drink “piscine” — French for swimming pool — a heavily diluted pour of its Pastis 51 brand.<\/p>\n<\/blockquote>\n

One of the things I find most appealing about Pernod is that it can be diluted quite a bit without becoming “watery”. It fills a number of different “roles” in the alcoholic beverage category, unless you’re one of those weird folks that don’t appreciate the anise flavour.<\/p>\n","protected":false},"excerpt":{"rendered":"

From the description, what is called pastis in France is marketed in Ontario as Pernod, one of my favourite beverages: It is as French as berets and p\u00e9tanque but now drinks groups are trying to boost flagging sales of pastis by shaking off the national drink’s fusty image and recasting it as a trendy long […]<\/p>\n","protected":false},"author":1,"featured_media":35193,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[62,1117,73],"tags":[104,428],"class_list":["post-8411","post","type-post","status-publish","format-standard","hentry","category-europe","category-france","category-randomness","tag-booze","tag-marketing"],"jetpack_featured_media_url":"https:\/\/quotulatiousness.ca\/blog\/wp-content\/uploads\/2016\/06\/favicon.png","jetpack_shortlink":"https:\/\/wp.me\/p2hpV6-2bF","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/posts\/8411","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/comments?post=8411"}],"version-history":[{"count":2,"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/posts\/8411\/revisions"}],"predecessor-version":[{"id":41665,"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/posts\/8411\/revisions\/41665"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/media\/35193"}],"wp:attachment":[{"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/media?parent=8411"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/categories?post=8411"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/quotulatiousness.ca\/blog\/wp-json\/wp\/v2\/tags?post=8411"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}