How to make a 600 year old recipe post-modern

How to make a 600 year old recipe post-modern

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Alexandre Le Grand could teach us all a lesson or two on brand awareness. Lesson 1 – find a 300 year old recipe. Lesson 2 – remake it for today’s palate, Lesson 3 – Market the hell out of it. His first trick was copyrighting every aspect of Bénédictine – the recipe, the bottle, the label. He even created a Palais to go with his liqueur, producing it within a museum open to everyone to visit if they happened to be in Fécamp, France. A marketing genius and it all happened in the 1800’s.

Palais Benedictine, Fecamp, FranceI visited the Palais Benedictine to see for myself what Monsieur Le Grand had created. Today’s guest Yolande De Bueil, the Histoire de Maison, is here to give us a quick history lesson on the house that Monsieur Le Grand built. One thing wasn’t invented in the 1800s and that was mixology. Marc Jean, head bartender for Hotel Normandy Barriere and founder of the Bénédictine Mixology Workshop, is also on hand to reveal that Bénédictine is not just for sipping.



Next week, we head east, that’s East London as in the East London Liquor Company. Mikey Pendergast, not only one of the founding members but also the East London Liquor Company’s official Brand Ambassador is here to regale us with stories of archeology, neurobiology, and the most important mixology.


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