The History of Chartreuse - Period 1973-1985

Posted on07/17/2023 by
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Pleasure Wine being the specialist in Chartreuse, it's high time we talk a little more about it on our blog! Today, we delve into the period from 1973 to 1985. We won't lie to you, this period was a bit eventful... Get your magnifying glasses and detective costumes ready, we're going to investigate!

 

Spain

 

Chartreuse Anisette

 

In 1973, Chartreuse SAE was created, the company responsible for managing the famous liqueur in Spain and its distribution for the Tarragona distillery. This period was challenging for the distillery. Due to a lack of widespread promotion and a diverse customer base, sales were scarce, and production became difficult. Why, you may ask? Because the customer base was mainly around the distillery area, making it a local drink that lacked popularity in the rest of Spain! In order to give a boost to sales and revenue, a new liqueur made its grand entrance into the Spanish market in 1976: Chartreuse Anisette. Made with anise, it initially had an alcohol content of 22°. It wasn't until two years later, in 1978, that Chartreuse Anisette displayed an alcohol content of 26°.

 

Unfortunately, the presence of Chartreuse Anisette on the shelves was short-lived. As the monks sought the assistance of the Marie Brizard company for bottling their liqueurs, the latter discouraged them from continuing the production of Chartreuse Anisette. It turned out that Chartreuse Anisette directly competed with Anisette, an anise-flavored liqueur produced by the Marie Brizard company itself! It wasn't ideal to advertise for a direct competitor... In reality, the concept of Anisette dates back to 1753 (impressive, right?), and it was adopted by several companies like Pernod-Ricard, which you're likely familiar with. Therefore, Chartreuse Anisette was merely a monastic version of an anise-based drink, a concept already present among several brands, rather than a unique product of its kind. With sales also being very rare, promoting these Chartreuses no longer represented much interest for the company. Thus, 1980 marked the end of the commercialization of this Chartreuse, just four years after its arrival on the market.

 

An opportunity was also given to a range of herbal teas, still aiming to expand the product range and revive sales while staying within the realm of plants. On the French side, the monks at the Voiron distillery remained highly skeptical, to the point that the Tarragona monks attempted to convince them by bringing the products in their car for tasting. In Tarragona, they didn't stop working: installations were made, and relentless trials were conducted, yet without ever truly achieving the desired result. These teas had almost non-existent success, due to poor market research and several technical difficulties.

 

The V.E.P.

 

During the period from 1973 to 1985, the company producing Chartreuses also attempted to reproduce the French V.E.P. in Spain. As a reminder, V.E.P. stands for Vieillissement Exceptionnellement Prolongé, meaning Exceptionally Prolonged Aging. These Chartreuses had a much longer aging period compared to others (around 30 years), delighting collectors from around the world!

 

In the 1970s, the monks decided to retrieve vintages produced and bottled in the 1950s and stored for 20 years. To distinguish them, the bottles were adorned with a ribbon and displayed the label "VEP mas de 20 anos"*. Unfortunately, this new range did not meet the expected success in Spain, and the future of the Tarragona distillery became compromised, as production there was discontinued at the end of 1988. The reported explanation was the price: the V.E.P. being considered a "luxury Chartreuse," its price was too high for local customers.

 

So why such success in France then? It should be noted that the customer base for the Chartreuses from Voiron was broader and wealthier. The customer base in Spain was more rural and local. You can think of it as the equivalent of customers consuming local products who are familiar with the monks. Also, note that the investment in communication and advertising was far greater in France compared to Spain. However, Chartreuse production continued at the Voiron site, marking the Renaissance of French Chartreuse.

 

*more than 20 years, translated from Spanish



 

France

 

Putting it all on advertising

 

In the early 1970s, Chartreuse Diffusion was created. Its mission? To distribute Chartreuse but also, and above all, to promote its image. Advertising became a major element of the company's strategy (although advertisements had been running since the 1960s). The famous impactful pun campaign "Osez le verre vert" ("Dare to drink the green glass") was accompanied by resounding success. Promotional items were created and distributed, and Chartreuse enjoyed exceptional popularity. As you might expect, things never go as planned. The success of this campaign dwindled quite suddenly, and significant changes were made starting in the 1980s. It was time for novelty and creativity to save the ship!

 

New recipes

 

During the 1970s and early 1980s, numerous new recipes were introduced to expand the range of Chartreuse products: Chartreuse Orange, Myrtille (Blueberry), Framboise (Raspberry), Cassis (Blackcurrant), not to mention Génépi des Pères Chartreux. These recipes renewed the flavors and delighted the taste buds of all! These recipes helped keep the brand afloat, allowing them to refocus later on the classic Yellow and Green Chartreuses. Additionally, to be well-represented by Chartreuse distributors, it was essential to have a wide selection of products. Although these different bottles were relatively well-received, they did not remain in production for long.

 

Decline in sales and change of strategy

 

In 1981, international sales plummeted. For several years, Swampwater, a cocktail made with Green Chartreuse and pineapple juice, had been highly popular and trendy overseas. However, in 1981, this mixture suddenly became "Has Been," leading to a decline in Chartreuse exports and digestifs in general. As if that wasn't enough, the same phenomenon hit domestic sales a year later. The company's response was immediate: a new advertising campaign was launched, the only remaining investment. The objective was to reach a younger audience with a communication strategy that focused not on the monastery but on the "cool" aspect of the product. One example is the slogan "55 degrés de sensation" ("55 degrees of sensation"), which was more captivating at that time. Subsequently, the geographical aspect took center stage, highlighting the Alps and the mountains with skiing, bars, and other activities from these regions. An advertising poster even showcased the blend of Green Chartreuse and hot chocolate for the more indulgent consumers! In summary, the goal was to promote a regional, traditional, and authentic beverage—a clever tactic to foster a connection between the consumer and the product.

 

Conclusion

 

As we have just seen, the period from 1973 to 1985 was filled with all sorts of twists and turns for Chartreuse, and it is just one chapter in their long history! We are excited to bring you articles on other periods that we have in store. In any case, at Pleasure Wine, we have the immense pleasure and honor of having several bottles from this period. Feel free to browse our Chartreuse catalog!

 

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