Early Legendre Absinthe Collection

 A recent find is an unused invoice from Legendre & Company, from it's early post prohibition "Legendre Absinthe" period. 
The very short lived and rare, Legendre Absinthe Label would only be used for the first couple of months during 1934, before J. M. Legendre would change the name to Legendre Herbsaint.

 Also acquired with the invoice, are handwritten instructions by J.M. Legendre on making Legendre & Co. New Orleans Bitters, which were Legendre's version of Peychaud's Bitters.

Early Herbsaint Pint Bottle from 1934

As the post prohibition era began J. Marion Legendre had launched Legendre Absinthe,  and would soon find that the word Absinthe was not allowed on liquor labeling.
Having quickly renamed his product Legendre Herbsaint, Legendre & Co. began expanding their product line, launching new bitters, bottled cocktails, and liqueurs, in full size bottles, mini bottles, and pint bottles.

This early 1934 Legendre Herbsaint pint bottle, dates from the the period of time when Legendre & Co. changed the name of Legendre Absinthe, to Legendre Herbsaint.

This unique early Herbsaint bottle used a different shaped bottle for the short period it was in production until about 1935, when Legendre & Co. would adopt a new pint bottle that matched the design of the full sized Herbsaint bottles. 

The earliest 1934 Herbsaint Bottles would be produced with out the now familiar "Herbsaint" outlined at the bottom of the label, until J. Marion Legendre printed a transitional Herbsaint logo,to be added beneath the main label,to make the Herbsaint name stand out.

Drinking Absinthe At The Old Absinthe House

Among several recent additions to our collection, is this vintage postcard of the The Old Absinthe House, sent May 1st, 1909.

The front of the postcard is a fairly common image, but what was written on the back, was quite fascinating as the text reads: "Absinthe is a great French drink, this is the only place in this country where they drip it, Holes are worn in the marble, an inch deep."

Another somewhat later version of the same C.B. Mason postcard was sent to tell of the sender celebrating the night of Repeal of Prohibition.
 

The postcard writer mentions: "This is where I spent the night of repeal", "You Have No Idea What Absinthe Does To The Soft Southern Drawl".

One might wonder whether it was left over pre-ban absinthe, or perhaps some of Mr. Legendre's early product to toast the end of prohibition.

 It must have been quite an evening...

Legendre Absinthe

Following repeal of Prohibition on Dec. 5, 1933. J. Marion Legendre would apply and receive one of the first Federal permits to begin making liquor in the Southern part of the USA.

By the latter part of Dec. 1933 Legendre & Co. would launch Legendre Absinthe, and begin adverting his new product.

 

 12-21-1933 Newspaper advertisement

Jan 1934

Two Surviving Legendre Absinthe Bottles, With Legendre Absinthe Booklet

Soon after obtaining his federal rectifiers license, J. Marion Legendre would launch Legendre Absinthe, bottling his product in the finished attic of his home on Jefferson St. in New Orleans.

However, the FACA (Federal Alcohol Control Administration) would soon inform Legendre & Co., as well as the other two New Orleans distillers L.E. Jung & Wulff, and J.C. Yochim, that not only was absinthe still banned from sale, and that the word absinthe, could not be used on liquor labels.

Newspaper article from 1934

This action by the FACA would be a major challenge to all three New Orleans distillers, but J.M Legendre would turn this potential disaster to his advantage, quickly changing the name of Legendre Absinthe, to Legendre Herbsaint.

More in out next installment 

  

New Orleans Absinthe

New Orleans Absinthe

Three vintage survivors of The New Orleans Absinthe Manufacturers Association.
These three New Orleans distillers would seek to create a special designation: "New Orleans Absinthe" for their products.

From Left to Right:
L.E. Jung "Greenopal" 
J.C. Yochim "Absinthe"
Legendre & Co. "Absinthe"



Of the three New Orleans Absinthe distillers, L.E. Jung, (Later L.E. Jung & Wulff) and Yochim Bros., were the oldest of the trio, dating back to the latter 1800s, before both companies closed their doors in New Orleans around the start of World War Two.

J.Marion Legendre a prominent New Orleans druggist, and entrepreneur, founded Legendre & Co.;  rounding out the last of the trio, entering the liquor business at the repeal of prohibition, making Legendre Herbsaint the only survivor

The Sazerac Co. currently produces Legendre Herbsaint Original, from J.Marion Legendre's original 1930s recipe.

This will be their story, and much more...Stay tuned!