Business Case Studies & Business Publications

Altamar Brands and Absinthe: Feeding "th...

Moore, Marian Chap...

Case

Altamar Brands and Absinthe: Feeding "the Green Fairy"

Moore, Marian Chapman; Correll, Brooke

M-0844 | Published March 20, 2013 | 11 pages Case

Collection: Darden School of Business

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In May 2007, Altamar Brands signed a contract to represent Kübler Absinthe in the United States. The next month, U.S. consumers greeted the news of absinthe's legalization with abandon. Industry veterans had never before witnessed as high a level of consumer awareness and demand as what preceded the reintroduction of absinthe. After much-heralded product introductions in five major markets, Kübler's CEO found himself with a time-sensitive opportunity to ramp up the company's distribution in the rest of the United States, and he debated implementing an aggressive rollout.