The full text of a circa 1937 Herbsaint publicity booklet:
LEGENDRE HERBSAINT is available at 120 proof and 100 proof. Both types have a
distinct popularity. The 120 proof HERBSAINT being stronger, is nearly always ordered by
Hotels, Bars and Taverns. It also has a following among connoisseurs who were
accustomed to drink the French Absinthe before the war. The 100 proof HERBSAINT is
more widely sold to individuals. It the same as the 120 proof HERBSAINT in every respect
but strength. It is our opinion that those newly initiated to this delectable beverage will
prefer the 100 proof HERBSAINT. Both types are available to every purchaser in states
permitting their sale. The 120 proof HERBSAINT it naturally slightly higher in price.
THE PURPOSE of this book is to recall the rich glories of the past, and in so doing to
trace the history of Legendre HERBSAINT — a history which has indeed become
interwoven with the story of the Vieux Caere, famous French Quarter of New Orleans. In
this Souvenir Recipe booklet you will find how to make an HERBSAINT Frappe - how to
serve an HERBSAINT Punch, and learn the secrets of New Orleans bartenders of other
days — recipes zealously guarded by their creators and handed down to posterity from
generation to generation. Legendre HERBSAINT is manufactured at 120 proof and 100
proof. It is bottled in 4/5 quarts and 4/5 pints. 1/2 pints (miniatures) are also available
where the sale of this size is not prohibited.
French in name, French in origin, and French in its sophisticated appeal, Legendre
Herbsaint is a drink distinctly European in character. Its very appearance differs from all
other drinks. In its original state Herbsaint is a transparent greenish amber. Mixed with
water or ice as in a frappe, Herbsaint becomes an opaque beverage whose gyrating
whorls of coalescent strata have a distinct opalescent hue. This refreshing and
stimulating beverage pleases the palate of the connoisseur and man about town alike,
and is reminiscent of the charm and unique appeal of New Orleans, in whose Vieux
Carre it has attained its greatest popularity. To drink Herbsaint is to recall the glories of
the past, to renew acquaintance with the romance and glamor of by-gone days of Old
France and of that France of the New World—Louisiana. Indeed, the history of Herbsaint
is filled with romance. To trace it properly, we must refer to Absinthe, the drink whose
place it has taken, and of which it has become the logical successor.
LIKE so many present-day beverages, Absinthe first came into general use because of
its mild and pleasing properties. During an early Algerian war, French officers discovered
it being used by the natives with whom it was a highly popular drink. A liquor in which a
native herb, Artemisia Barrelieri (a member of the absinthe herb family) was steeped in
alcohol and water, and flavored with anise, was found to be so palatable that many of the
troops subsequently carried a supply of the herbs back to their native France. Mild potions
of this concoction soon found universal favor as a mildly stimulating beverage. Many of
France's most distinguished poets and artists, and bon vivants prided themselves on
being connoisseurs of absinthe. Victor Herbert's "Absinthe Frappe" was one of the more
popular songs written to commemorate and idealize it. Paul Verlaine and Baudelaire,
famous French poets, glorified Absinthe in immortal poetry.
For generations absinthe was known as the national drink of France. Unfortunately,
however, many people became addicted to its use. We know now that the habit-forming
element in absinthe is wormwood. As the effects of this poison became more widely
known, opposition to the sale of absinthe increased, on the grounds that the wormwood it
contained was injurious to the health of the people. In France the opposition assumed
political proportions. But it was not until the publication of Marie Corelli's book,
"Wormwood," that the civilized world became awakened to the evils of wormwood
absinthe. Belgium, Switzerland, Holland, Brazil, and the United States, prior to 1912,
banned the manufacture, sale and importation of wormwood absinthe as a drink
dangerous to health. France waited for the Great War and then used it as an excuse for
eliminating wormwood absinthe from the country. The ever-growing popularity of the
harmful wormwood in absinthe caused these nations to ban the sale of all absinthe. Had
the edict merely prohibited the use of wormwood, a similar, non-poisonous absinthe-like
drink could have been manufactured from other herbs of the same family, just as
Herbsaint has always been made. The law, however, banned both the use of the word
"absinthe" and the use of the wormwood ingredient, ruling that the term absinthe itself
connotes the presence of wormwood. This necessitates the marketing of non-wormwood
beverages (that have been improved by additional modern manufacturing processes,
and made even more palatable) under such trade names as the Legendre Herbsaint.
It was only natural that New Orleans, the center of French culture in America, should
introduce absinthe to the New World. Those of the French who embarked for America in
search of their fortunes brought to New Orleans a taste for this delightful drink, and what
is more important, a knowledge of the art so necessary for its manufacture. Making it in
accordance with their own family recipes, many favored the use of the herb containing
wormwood. Few, in fact, knew how to make it otherwise. So much so that absinthe as a
drink became fixed in the popular mind as one containing the harmful wormwood
ingredients, so that absinthe and wormwood became practically synonymous terms and
the legal and popular definition of absinthe now is that of a drink containing wormwood.
SOME families, however, had recipes for making a similar drink without using
wormwood, but using allied herbs, and among these families was the Legendre family.
This recipe has remained in the family, a prized possession, handed down from father to
son, a secret formula, for the manufacture of the popular non-poisonous Herbsaint. The
Legendres pride themselves on the fact that they have never used wormwood in the
manufacture of the product which has become a New Orleans institution and a national
favorite. No claim is made that Herbsaint is absinthe, (as legally and popularly defined)
but it is confidently asserted that the most discriminating epicure cannot distinguish in
taste, appearance, and stimulating effect between the banned absinthe and the non-
poisonous Herbsaint. The attention of the reader is particularly directed to the Herbsaint
label. This is embellished with a composite pen and ink drawing showing the original
Old Absinthe House which housed the Old Absinthe Bar (where Herbsaint is now served
at its best), with an ornamental iron fence, so typical of the French Quarter. A large urn of
the type used in importing Olive Oil from Spain centuries ago, and which today may be
seen in large numbers throughout the city's court yards, is also shown.
Today the Legendre family is manufacturing Herbsaint in New Orleans, and selling it
nationally as the only genuine product under this name. Only experienced chemists,
using the secret formula, can properly produce Herbsaint. Legendre Herbsaint is the only
drink of its kind in the world. There are imitations of course, but there is only one
Herbsaint. It is now known throughout the United States, and in popular use in all the
large bars and cafes in the country. Herbsaint has a delectable taste and flavor, and its
exhilarating, stimulating, and refreshing quality, its beautiful opalescent color have made
Herbsaint an immediate and popular success wherever it is sold. Legendre Herbsaint is
the most versatile of all liquors: as a frappe, for which it is used most, it is stimulating and
refreshing. In combination with other drinks it is a mixer par excellence; as a punch it
becomes the life of the party; while all true connoisseurs know Legendre Herbsaint as
the crowning glory of a perfect cocktail.
THE WORLD FAMOUS HERBSAINT FRAPPE
An Herbsaint Frappe, in fact any frappe, (pronounced frap-pay), is an iced drink the glass
of which has become covered with a thin film of ice on the outer side. To achieve this film
of ice it is necessary so fill the glass to the brim with plenty of cracked (but not crushed)
ice, pour in the liquid and stir vigorously until the film of ice appears on the outside and
the glass becomes frosted. Then strain off the liquid into a second glass,remove the ice
to prevent the drink from becoming diluted, and pour your frappe back into the frosted
glass. Sip slowly and enjoy to the fullest extent the rosy glow of well being that goes with
every frappe. A properly compounded Herbsaint Frappe is truly a drink for the Gods and
for those the Gods love! It is a drink which exhilarates the spirits and promotes good
fellowship. Every host has sought a cocktail which is easy to make, does not require a
wide assortment of ingredients, and which may be prepared at a moment's notice. To
these hosts nationwide, Herbsaint offers the Ever-Ready Cocktail, which is just what the
name implies. The only ingredients necessary are sugar, Herbsaint, ice, and a cocktail
shaker — and what home is without these?
THE EVER-READY COCKTAIL - HERBSAINT FRAPPE
Fill a large glass with cracked ice. One Teaspoon of Simple Syrup. Two ounces of
HERBSAINT. Two ounces of water or seltzer. Shake vigorously until well frosted, strain off
the liquid—remove ice and pour drink back into the frosted glass.
THE HERBSAINT PUNCH
Punch is again coming into its own, bringing back all of the convivial atmosphere that
surrounds the flowing bowl. If the smart host and hostess want to make a decided hit
with their guests by serving something just a little different we recommend an Hetbsaint
Punch. An Herbsaint Punch is the happy solution to those afternoon cocktail parties that
last far into the night. It is also ideal for the small dance—the bridge supper and almost
any intimate group of guests.
HERBSAINT PUNCH
You make it this way: One large bottle of HERBSAINT. One pint of charged water. Four
ounces of simple syrup. (If simple syrup is not available use one cup of sugar.) Fill the
bowl with 2 or 3 lumps of ice (the larger the better but they should float freely.) Pour in the
HERBSAINT then add the charged water and simple syrup (or sugar). Stir well and serve
in punch glasses. As the bowl declines renew the ingredients in the same proportions.
HERBSAINT COCKTAIL
Fill a large glass three-quarters full of cracked ice. One teaspoon of simple syrup. Two
ounces of HERBSAINT. One dash of Anisette. Two dashes of Angostura Bitters. Two
ounces of Carbonated water. Stir well and strain into a cocktail glass.
HERBSAINT SUISSESSE
Use large glass. Half fill the glass with cracked ice. One ounce of Anisette. Two ounces of
HERBSAINT. White of one egg. Shake until well frosted, strain into a small thin glass, fill
with Seltzer and serve.
HERBSAINT ANISETTE
One ounce of Anisette. Two ounces of HERBSAINT. Pour into an absinthe glass filled
with shaved ice and serve with a straw.
Here's the famous old drink known the world over
THE ORLEANIAN
One teaspoon of simple syrup. Three dashes of HERBSAINT. Two ounces of Rye
Whiskey. Two dashes of Bitters. Twist a piece of lemon peel on top. Pour into a glass of
cracked ice, shake and strain into a cocktail glass.
A Southern Favorite
COLA HERBSAINT
Into a small thin glass filled with cracked ice put: Two ounces of HERBSAINT and slowly
fill with Coca-Cola. Stir gently and serve sizzling.
For the morning after
HERBSAINT "PICK-UP"
Fill half a glass with cracked ice. Two ounces of HERBSAINT. Two ounces of Italian
Vermouth. One dash of bitters. Twist a piece of lemon peel on top. Mix well and strain into
a small thin glass.
From the land where drinking is an art!
HERBSAINT FRANCAISE
Pour two ounces of HERBSAINT into a large glass. Fill with cracked ice. Then allow iced
water to drip into the glass of HERBSAINT, through a lump of sugar had in a strainer until
the desired color and strength is reached — then pour into a small thin glass, stir, and
serve.
THE OLD ABSINTHE HOUSE
Built in 1752, at the corner of Bourbon and Bienville Streets, the Old Absinthe House is
today one of the oldest landmarks in New Orleans. While still young it became a
rendezvous for the pleasure-loving French and Spanish aristocrats who brought to New
Orleans so many customs and traditions of the Old World. That delightful continental
custom of a Frappe before meals became immediately popular and frappes have been
served in this bar for over a hundred years. Today the visitor can still enjoy one of these
frappes now made with the famous New Orleans Herbsaint. According to legend, it was
in an upstairs room that General Andrew Jackson and Lafitte the pirate laid the strategy
for the Battle of New Orleans. To visit the Old Absinthe House and sip an Herbsaint
frappe is to feel the full charm of the Vieux Carre (French Quarter) of America's most
interesting city.
Two OLD ABSINTHE BAR, located on the corner of Bourbon and Conti Streets in the heart
of the Vieux Carre, has the distinction of being one of the oldest bars in the United States.
The exquisite Carrara marble fountain fixtures of the bar are mute testimony of the
glamour of bygone days. Although in daily use since 1806, they are in a wonderful state of
preservation with the exception of the many pit holes that have worn in the marble bases
of the two fountains, caused by the constant dripping of water for over a century and a
quarter. Originally imported from Europe for the purpose of making "frappes," these
fountains were the first bar fountains seen in the New World. The faucets regulate the
flow of water, drop by drop, into a glass filled with cracked ice and the Herbsaint which
makes this bar famous. No trip through the French Quarter is complete until you visit the
Old Absinthe Bar and enjoy an Herbsaint Frappe surrounded by the many objets d'art that
give this Bar the atmosphere of 100 years ago.
DEFINITION OF MEASURING UNITS
Large Glass or Mixing Glass: 12 ounces
Jigger: 2 ounces
Pony: 1 ounce
One Ounce: 2 tablespoons
HOW TO MAKE SIMPLE SYRUP
Drinks are sweetened best with simple syrup. Every home should keep a supply on hand
at all times. Its prepared in this manner: Boil the water, then take it off the fire and stir into
it one pound of sugar to each one-half pint of water until completely dissolved. When
cooled, pour into bottles and keep until needed.
AN IMPORTANT INGREDIENT
MANY people consider that a teaspoon of HERBSAINT in straight whiskey, in a highball,
or with other mixed drinks, increases the strength of the drink and improves its flavor and
bouquet. Try it once yourself. Unlike most liquors, HERBSAINT actually perfumes the
breath.
AN OLD NEW ORLEANS CUSTOM
In many whiskey cocktails a dash of Legendre HERBSAINT rinsed around the inside of
the empty glass before the drink has been poured in will give a delicious flavor, bouquet
and tang to the concoction.
LEGENDRE HERBSAINT is available at 120 proof and 100 proof. Both types have a
distinct popularity. The 120 proof HERBSAINT being stronger, is nearly always ordered by
Hotels, Bars and Taverns. It also has a following among connoisseurs who were
accustomed to drink the French Absinthe before the war. The 100 proof HERBSAINT is
more widely sold to individuals. It the same as the 120 proof HERBSAINT in every respect
but strength. It is our opinion that those newly initiated to this delectable beverage will
prefer the 100 proof HERBSAINT. Both types are available to every purchaser in states
permitting their sale. The 120 proof HERBSAINT it naturally slightly higher in price.
THE PURPOSE of this book is to recall the rich glories of the past, and in so doing to
trace the history of Legendre HERBSAINT — a history which has indeed become
interwoven with the story of the Vieux Caere, famous French Quarter of New Orleans. In
this Souvenir Recipe booklet you will find how to make an HERBSAINT Frappe - how to
serve an HERBSAINT Punch, and learn the secrets of New Orleans bartenders of other
days — recipes zealously guarded by their creators and handed down to posterity from
generation to generation. Legendre HERBSAINT is manufactured at 120 proof and 100
proof. It is bottled in 4/5 quarts and 4/5 pints. 1/2 pints (miniatures) are also available
where the sale of this size is not prohibited.
French in name, French in origin, and French in its sophisticated appeal, Legendre
Herbsaint is a drink distinctly European in character. Its very appearance differs from all
other drinks. In its original state Herbsaint is a transparent greenish amber. Mixed with
water or ice as in a frappe, Herbsaint becomes an opaque beverage whose gyrating
whorls of coalescent strata have a distinct opalescent hue. This refreshing and
stimulating beverage pleases the palate of the connoisseur and man about town alike,
and is reminiscent of the charm and unique appeal of New Orleans, in whose Vieux
Carre it has attained its greatest popularity. To drink Herbsaint is to recall the glories of
the past, to renew acquaintance with the romance and glamor of by-gone days of Old
France and of that France of the New World—Louisiana. Indeed, the history of Herbsaint
is filled with romance. To trace it properly, we must refer to Absinthe, the drink whose
place it has taken, and of which it has become the logical successor.
LIKE so many present-day beverages, Absinthe first came into general use because of
its mild and pleasing properties. During an early Algerian war, French officers discovered
it being used by the natives with whom it was a highly popular drink. A liquor in which a
native herb, Artemisia Barrelieri (a member of the absinthe herb family) was steeped in
alcohol and water, and flavored with anise, was found to be so palatable that many of the
troops subsequently carried a supply of the herbs back to their native France. Mild potions
of this concoction soon found universal favor as a mildly stimulating beverage. Many of
France's most distinguished poets and artists, and bon vivants prided themselves on
being connoisseurs of absinthe. Victor Herbert's "Absinthe Frappe" was one of the more
popular songs written to commemorate and idealize it. Paul Verlaine and Baudelaire,
famous French poets, glorified Absinthe in immortal poetry.
For generations absinthe was known as the national drink of France. Unfortunately,
however, many people became addicted to its use. We know now that the habit-forming
element in absinthe is wormwood. As the effects of this poison became more widely
known, opposition to the sale of absinthe increased, on the grounds that the wormwood it
contained was injurious to the health of the people. In France the opposition assumed
political proportions. But it was not until the publication of Marie Corelli's book,
"Wormwood," that the civilized world became awakened to the evils of wormwood
absinthe. Belgium, Switzerland, Holland, Brazil, and the United States, prior to 1912,
banned the manufacture, sale and importation of wormwood absinthe as a drink
dangerous to health. France waited for the Great War and then used it as an excuse for
eliminating wormwood absinthe from the country. The ever-growing popularity of the
harmful wormwood in absinthe caused these nations to ban the sale of all absinthe. Had
the edict merely prohibited the use of wormwood, a similar, non-poisonous absinthe-like
drink could have been manufactured from other herbs of the same family, just as
Herbsaint has always been made. The law, however, banned both the use of the word
"absinthe" and the use of the wormwood ingredient, ruling that the term absinthe itself
connotes the presence of wormwood. This necessitates the marketing of non-wormwood
beverages (that have been improved by additional modern manufacturing processes,
and made even more palatable) under such trade names as the Legendre Herbsaint.
It was only natural that New Orleans, the center of French culture in America, should
introduce absinthe to the New World. Those of the French who embarked for America in
search of their fortunes brought to New Orleans a taste for this delightful drink, and what
is more important, a knowledge of the art so necessary for its manufacture. Making it in
accordance with their own family recipes, many favored the use of the herb containing
wormwood. Few, in fact, knew how to make it otherwise. So much so that absinthe as a
drink became fixed in the popular mind as one containing the harmful wormwood
ingredients, so that absinthe and wormwood became practically synonymous terms and
the legal and popular definition of absinthe now is that of a drink containing wormwood.
SOME families, however, had recipes for making a similar drink without using
wormwood, but using allied herbs, and among these families was the Legendre family.
This recipe has remained in the family, a prized possession, handed down from father to
son, a secret formula, for the manufacture of the popular non-poisonous Herbsaint. The
Legendres pride themselves on the fact that they have never used wormwood in the
manufacture of the product which has become a New Orleans institution and a national
favorite. No claim is made that Herbsaint is absinthe, (as legally and popularly defined)
but it is confidently asserted that the most discriminating epicure cannot distinguish in
taste, appearance, and stimulating effect between the banned absinthe and the non-
poisonous Herbsaint. The attention of the reader is particularly directed to the Herbsaint
label. This is embellished with a composite pen and ink drawing showing the original
Old Absinthe House which housed the Old Absinthe Bar (where Herbsaint is now served
at its best), with an ornamental iron fence, so typical of the French Quarter. A large urn of
the type used in importing Olive Oil from Spain centuries ago, and which today may be
seen in large numbers throughout the city's court yards, is also shown.
Today the Legendre family is manufacturing Herbsaint in New Orleans, and selling it
nationally as the only genuine product under this name. Only experienced chemists,
using the secret formula, can properly produce Herbsaint. Legendre Herbsaint is the only
drink of its kind in the world. There are imitations of course, but there is only one
Herbsaint. It is now known throughout the United States, and in popular use in all the
large bars and cafes in the country. Herbsaint has a delectable taste and flavor, and its
exhilarating, stimulating, and refreshing quality, its beautiful opalescent color have made
Herbsaint an immediate and popular success wherever it is sold. Legendre Herbsaint is
the most versatile of all liquors: as a frappe, for which it is used most, it is stimulating and
refreshing. In combination with other drinks it is a mixer par excellence; as a punch it
becomes the life of the party; while all true connoisseurs know Legendre Herbsaint as
the crowning glory of a perfect cocktail.
THE WORLD FAMOUS HERBSAINT FRAPPE
An Herbsaint Frappe, in fact any frappe, (pronounced frap-pay), is an iced drink the glass
of which has become covered with a thin film of ice on the outer side. To achieve this film
of ice it is necessary so fill the glass to the brim with plenty of cracked (but not crushed)
ice, pour in the liquid and stir vigorously until the film of ice appears on the outside and
the glass becomes frosted. Then strain off the liquid into a second glass,remove the ice
to prevent the drink from becoming diluted, and pour your frappe back into the frosted
glass. Sip slowly and enjoy to the fullest extent the rosy glow of well being that goes with
every frappe. A properly compounded Herbsaint Frappe is truly a drink for the Gods and
for those the Gods love! It is a drink which exhilarates the spirits and promotes good
fellowship. Every host has sought a cocktail which is easy to make, does not require a
wide assortment of ingredients, and which may be prepared at a moment's notice. To
these hosts nationwide, Herbsaint offers the Ever-Ready Cocktail, which is just what the
name implies. The only ingredients necessary are sugar, Herbsaint, ice, and a cocktail
shaker — and what home is without these?
THE EVER-READY COCKTAIL - HERBSAINT FRAPPE
Fill a large glass with cracked ice. One Teaspoon of Simple Syrup. Two ounces of
HERBSAINT. Two ounces of water or seltzer. Shake vigorously until well frosted, strain off
the liquid—remove ice and pour drink back into the frosted glass.
THE HERBSAINT PUNCH
Punch is again coming into its own, bringing back all of the convivial atmosphere that
surrounds the flowing bowl. If the smart host and hostess want to make a decided hit
with their guests by serving something just a little different we recommend an Hetbsaint
Punch. An Herbsaint Punch is the happy solution to those afternoon cocktail parties that
last far into the night. It is also ideal for the small dance—the bridge supper and almost
any intimate group of guests.
HERBSAINT PUNCH
You make it this way: One large bottle of HERBSAINT. One pint of charged water. Four
ounces of simple syrup. (If simple syrup is not available use one cup of sugar.) Fill the
bowl with 2 or 3 lumps of ice (the larger the better but they should float freely.) Pour in the
HERBSAINT then add the charged water and simple syrup (or sugar). Stir well and serve
in punch glasses. As the bowl declines renew the ingredients in the same proportions.
HERBSAINT COCKTAIL
Fill a large glass three-quarters full of cracked ice. One teaspoon of simple syrup. Two
ounces of HERBSAINT. One dash of Anisette. Two dashes of Angostura Bitters. Two
ounces of Carbonated water. Stir well and strain into a cocktail glass.
HERBSAINT SUISSESSE
Use large glass. Half fill the glass with cracked ice. One ounce of Anisette. Two ounces of
HERBSAINT. White of one egg. Shake until well frosted, strain into a small thin glass, fill
with Seltzer and serve.
HERBSAINT ANISETTE
One ounce of Anisette. Two ounces of HERBSAINT. Pour into an absinthe glass filled
with shaved ice and serve with a straw.
Here's the famous old drink known the world over
THE ORLEANIAN
One teaspoon of simple syrup. Three dashes of HERBSAINT. Two ounces of Rye
Whiskey. Two dashes of Bitters. Twist a piece of lemon peel on top. Pour into a glass of
cracked ice, shake and strain into a cocktail glass.
A Southern Favorite
COLA HERBSAINT
Into a small thin glass filled with cracked ice put: Two ounces of HERBSAINT and slowly
fill with Coca-Cola. Stir gently and serve sizzling.
For the morning after
HERBSAINT "PICK-UP"
Fill half a glass with cracked ice. Two ounces of HERBSAINT. Two ounces of Italian
Vermouth. One dash of bitters. Twist a piece of lemon peel on top. Mix well and strain into
a small thin glass.
From the land where drinking is an art!
HERBSAINT FRANCAISE
Pour two ounces of HERBSAINT into a large glass. Fill with cracked ice. Then allow iced
water to drip into the glass of HERBSAINT, through a lump of sugar had in a strainer until
the desired color and strength is reached — then pour into a small thin glass, stir, and
serve.
THE OLD ABSINTHE HOUSE
Built in 1752, at the corner of Bourbon and Bienville Streets, the Old Absinthe House is
today one of the oldest landmarks in New Orleans. While still young it became a
rendezvous for the pleasure-loving French and Spanish aristocrats who brought to New
Orleans so many customs and traditions of the Old World. That delightful continental
custom of a Frappe before meals became immediately popular and frappes have been
served in this bar for over a hundred years. Today the visitor can still enjoy one of these
frappes now made with the famous New Orleans Herbsaint. According to legend, it was
in an upstairs room that General Andrew Jackson and Lafitte the pirate laid the strategy
for the Battle of New Orleans. To visit the Old Absinthe House and sip an Herbsaint
frappe is to feel the full charm of the Vieux Carre (French Quarter) of America's most
interesting city.
Two OLD ABSINTHE BAR, located on the corner of Bourbon and Conti Streets in the heart
of the Vieux Carre, has the distinction of being one of the oldest bars in the United States.
The exquisite Carrara marble fountain fixtures of the bar are mute testimony of the
glamour of bygone days. Although in daily use since 1806, they are in a wonderful state of
preservation with the exception of the many pit holes that have worn in the marble bases
of the two fountains, caused by the constant dripping of water for over a century and a
quarter. Originally imported from Europe for the purpose of making "frappes," these
fountains were the first bar fountains seen in the New World. The faucets regulate the
flow of water, drop by drop, into a glass filled with cracked ice and the Herbsaint which
makes this bar famous. No trip through the French Quarter is complete until you visit the
Old Absinthe Bar and enjoy an Herbsaint Frappe surrounded by the many objets d'art that
give this Bar the atmosphere of 100 years ago.
DEFINITION OF MEASURING UNITS
Large Glass or Mixing Glass: 12 ounces
Jigger: 2 ounces
Pony: 1 ounce
One Ounce: 2 tablespoons
HOW TO MAKE SIMPLE SYRUP
Drinks are sweetened best with simple syrup. Every home should keep a supply on hand
at all times. Its prepared in this manner: Boil the water, then take it off the fire and stir into
it one pound of sugar to each one-half pint of water until completely dissolved. When
cooled, pour into bottles and keep until needed.
AN IMPORTANT INGREDIENT
MANY people consider that a teaspoon of HERBSAINT in straight whiskey, in a highball,
or with other mixed drinks, increases the strength of the drink and improves its flavor and
bouquet. Try it once yourself. Unlike most liquors, HERBSAINT actually perfumes the
breath.
AN OLD NEW ORLEANS CUSTOM
In many whiskey cocktails a dash of Legendre HERBSAINT rinsed around the inside of
the empty glass before the drink has been poured in will give a delicious flavor, bouquet
and tang to the concoction.
| Absinthe in America I - The Story of Herbsaint |
Herbsaint first appeared in 1934. It was the creation of J.M. Legendre of New Orleans, who learned how to make absinthe while in
France during World War I. It first went on sale following the repeal of Prohibition, and was unique in its category as an absinthe
substitute, as opposed to a pastis. Although Herbsaint was originally produced under the name "Legendre Absinthe" it never
contained wormwood. The alcohol control bureau at the time objected to the use of the word Absinthe so it was changed to
Legendre Herbsaint. The Sazerac company bought the J.M. Legendre & Co. on January 1, 1948. The original recipe was used for
many years, but was eventually changed in the 1970s, producing the modern Herbsaint available today.
France during World War I. It first went on sale following the repeal of Prohibition, and was unique in its category as an absinthe
substitute, as opposed to a pastis. Although Herbsaint was originally produced under the name "Legendre Absinthe" it never
contained wormwood. The alcohol control bureau at the time objected to the use of the word Absinthe so it was changed to
Legendre Herbsaint. The Sazerac company bought the J.M. Legendre & Co. on January 1, 1948. The original recipe was used for
many years, but was eventually changed in the 1970s, producing the modern Herbsaint available today.
The history below was dictated by J. Marion Legendre on October 5th, 1984.
A SHORT HISTORY OP THE ORIGINAL PRODUCTION AND SALE OF HERBSAINT
BY LEGENDRE & CO., J. MARION LEGENDRE, SOLE OWNER
Our president Franklin D. Roosevelt was a democrat who was elected president and
took office in early 1933. One of the planks in his program was to repeal the Volstead
Act, which later became an amendment to the U. S. Constitution. The Volstead Act
provided that no alcoholic drink stronger than near beer could be produced and sold
in any state of the Union. On December 1st, 1933, due to the repeal of this Act,
alcoholic liquors were then allowed to be produced and sold. Because no whiskey
had been legally made since 1918, there was very little of this old whiskey left. What
was left of this whiskey was diluted with alcohol and sold as blended whiskey.
Distilleries, old and new, began to manufacture whiskey, but their product was not fit
for human consumption. It was sold before it had attained the age of 2 years and, in
this state, the taste was terrible.
A rectifier is a manufacturer who has a permit to mix liquors of various types to
produce not only blended whiskies but liqueurs of various types and original
products containing alcohol such as Herbsaint. I was issued the first permit in the
South to become a rectifier thanks to a fraternity brother who was secretary to U. S.
House of Representatives Maloney. The permit provided that I could start
manufacture on December 1st, 1933. At the time the U. S., states, and city had not
set-up a branch of their governments to provide control and the collection of taxes on
the rectifiers. It was also true that the rectifiers had no plants where they could
produce their liquors and, as a matter of fact, the first month that I began production
of Herbsaint, it was done in the rear of the finished attic of my home on Jefferson
Avenue and Daneel Street. Later I moved the place of manufacture to the second
floor of the Legendre Building, 126 Baronne Street and subsequently to a rear
building at 120—122 Baronne Street and later on I purchased a four story building at
213 South Peters Street where I had plenty of space, an elevator and wide doors that
enabled me to drive my delivery truck in at night for safekeeping and use as a
garage. Here at 213 South Peters Street we were able to cut our expenses of
production and what we would do is run the plant for two weeks and then shut it
down for two weeks except for the plant manager and head porter.
Gus Blancand, a prominent citizen and expert salesman was my first sales manager
and with very little help he did a very good job in selling Herbsaint. He traveled to all
centers where Herbsaint had a demand and at first did very well as he put in an
initial stock of Herbsaint with the wholesalers. Herbsaint, from the very start, was
sold for cash, but if the wholesaler found that he was stuck with the product could
return it to me and I would refund him his cost. I did this so as to get as much initial
distribution as possible for Herbsaint. After this initial distribution to the wholesalers,
repeat orders came in slowly and we found that like Angostura bitters there was a
steady but small demand for the product except for two or three metropolitan centers
one of which was New Orleans, I made it a policy to put my profits in advertising
hoping thereby to increase the demand for the product. As a result, I found that
Herbsaint became well known but the consumption did not increase in proportion to
my advertising expenses. I tried every way possible to have companion products
such as manufactured cocktails, liqueurs, etc., but these did not prove successful.
After a few years, I found that the people at the plant were making a fair living but all
my profits went to advertising with no accompanying improvement. For several years
I found myself engaged in running three businesses, i.e., manufacturing and retail
drug business, office building business, and the rectifying business. I decided that
Herbsaint required constant promotion and direction of sales effort which was not
commensurate to me of the effort put forth, The sale and therefore profit began to be
more or less of a fixed amount yearly. Centers such as Los Angeles, Chicago, San
Francisco and New Orleans produced the bulk of the business. We were just not
able to make Herbsaint a popular product except in those localities.
I decided therefore to try to recoup at least some of the expense and money that I put
out in advertising, by selling Legendre & Company to a new rectifier. This I did and
the rectifier’s name is Sazerac & Company of New Orleans who were struggling also
to find additional products that could keep their plant busy in the preparation and
manufacture of these products along with the manufacture and bottling of their
Sazerac cocktails. The sale was made for a fixed sum of money that was given to me
as the buying price and I was also paid for all of the equipment I had at South Peters
Street and left that building empty which I later sold at a profit. As an additional
purchase price, I was to be paid $2.50 per case until the production and payments
were made to me of $50,000. It took Sazerac & Company several years to pay out
this indebtedness as per our agreement.
I think I should state how the manufacture of Herbsaint was started by me. I had the
largest permit to buy and sell prescription whiskey in the South and the drugstore
made a good profit off of this. So much so that I was able to pay off a $60,000 debt to
the banks that I inherited from my father due to a bad business move we both had
made. I had advised my father to take on a Canal Street lease for a new drugstore at
a high price which we decided not to establish and the leasing and vacancies which
later developed caused this loss. My father thought I was a real good businessman
although I was very young at the time and he concurred and went along with the idea
of establishing a new drugstore. My father, Joseph A. Legendre, died shortly after the
lease was signed and this left me “holding the bag” in what was to prove a
disastrous undertaking.
My father died in 1926 and I ran the drug business until 1958 when I retired and
liquidated the business because the doctors had moved out of the business district
and I could see that the drugstore would have a hard time in the future in making a
profit. During World War I, I had a very close friend in the intelligence service with me
by the name of Reginal P. Parker. Parker was a highly educated man and spoke
English, French and German fluently and was educated in Europe to become a
diplomat. His father was a wealthy sheep rancher in Australia and made a highly
profitable income every year. Parker, Sr. spent his money freely and did not provide
for the time when his ranch would prove to be a great loss of income to him. This
happened suddenly by a drought which lasted for two years in which all vegetation
dried out and his sheep all died. Parker, Sr. could not stand this economic shock
and killed himself which left Parker as the only one to provide for his mother who
was then an asthmatic and sickly. Strange to say, that after making several moves
and testing several climates Mrs. Parker found that she liked New Orleans the best
and lived here until she died.
During World War I, Parker and I attended the Intelligence School in LeHarvre which
was operated by the British Intelligence Service which taught the various ways
available to the American army and in particular the Intelligence Service to provide a
barrier at the entrance of American military areas against enemy spies. This
developed into being quite an effort on the part of the U. S. Army and intelligence
offices were opened in all cities where American troops arrived by ship to go into the
fighting lines and where American camps were established. These included such
cities as Bordeaux, LeHarvre, St. Nazaire, Nantes, Marseille, etc. After graduation
from Intelligence School in LeHarvre, I was sent along with two others to establish
an office of the Intelligence Service in St. Nazaire, Parker was sent to Marseille. While
in Marseille, Parker boarded with a family who loved to prepare and drink “pastis”
under which label came all the absinthe-like drinks that Marsei1le is famous for.
Parker returned with the formula for making pastis that had been given to him by the
family with whom he boarded along with a small amount of the ingredients that go to
make this drink. Parker was able to get pure alcohol from me and he prepared
several batches of this drink which we enjoyed as prohibition had set in and strong
drinks were unobtainable, When Parker exhausted the supply of herbs that go to
make up pastis, he asked me to try to import what he needed from France. This I
was able to do and he gave me a copy of the formula so that when prohibition went
out I had already ordered and had on hand a good supply of herbs, etc. and could
buy alcohol without restriction and after obtaining a rectifier permit I was able to set
up myself in business in the manufacture of Herbsaint.
I employed William B. Wisdom to promote and advertise “Herbsaint”, having a very
fertile mind, he prepared recipe books and all sorts of advertising material. He
painted Herbsaint as being a most delectable drink and described the product in
glowing terms. Wisdom stated that the formula for Herbsaint was handed down from
father to son and had been in the Legendre family for a long time. I told him that this
might be questioned but he said “It is of no great importance”. As a matter of fact, I
have never been questioned on this subject and I have never changed any literature
printed by me and by Sazarac. No one really cares how Herbsaint came about as
they either enjoy it or do not enjoy this drink.
My story is ended
J. M. LEGENDRE
A SHORT HISTORY OP THE ORIGINAL PRODUCTION AND SALE OF HERBSAINT
BY LEGENDRE & CO., J. MARION LEGENDRE, SOLE OWNER
Our president Franklin D. Roosevelt was a democrat who was elected president and
took office in early 1933. One of the planks in his program was to repeal the Volstead
Act, which later became an amendment to the U. S. Constitution. The Volstead Act
provided that no alcoholic drink stronger than near beer could be produced and sold
in any state of the Union. On December 1st, 1933, due to the repeal of this Act,
alcoholic liquors were then allowed to be produced and sold. Because no whiskey
had been legally made since 1918, there was very little of this old whiskey left. What
was left of this whiskey was diluted with alcohol and sold as blended whiskey.
Distilleries, old and new, began to manufacture whiskey, but their product was not fit
for human consumption. It was sold before it had attained the age of 2 years and, in
this state, the taste was terrible.
A rectifier is a manufacturer who has a permit to mix liquors of various types to
produce not only blended whiskies but liqueurs of various types and original
products containing alcohol such as Herbsaint. I was issued the first permit in the
South to become a rectifier thanks to a fraternity brother who was secretary to U. S.
House of Representatives Maloney. The permit provided that I could start
manufacture on December 1st, 1933. At the time the U. S., states, and city had not
set-up a branch of their governments to provide control and the collection of taxes on
the rectifiers. It was also true that the rectifiers had no plants where they could
produce their liquors and, as a matter of fact, the first month that I began production
of Herbsaint, it was done in the rear of the finished attic of my home on Jefferson
Avenue and Daneel Street. Later I moved the place of manufacture to the second
floor of the Legendre Building, 126 Baronne Street and subsequently to a rear
building at 120—122 Baronne Street and later on I purchased a four story building at
213 South Peters Street where I had plenty of space, an elevator and wide doors that
enabled me to drive my delivery truck in at night for safekeeping and use as a
garage. Here at 213 South Peters Street we were able to cut our expenses of
production and what we would do is run the plant for two weeks and then shut it
down for two weeks except for the plant manager and head porter.
Gus Blancand, a prominent citizen and expert salesman was my first sales manager
and with very little help he did a very good job in selling Herbsaint. He traveled to all
centers where Herbsaint had a demand and at first did very well as he put in an
initial stock of Herbsaint with the wholesalers. Herbsaint, from the very start, was
sold for cash, but if the wholesaler found that he was stuck with the product could
return it to me and I would refund him his cost. I did this so as to get as much initial
distribution as possible for Herbsaint. After this initial distribution to the wholesalers,
repeat orders came in slowly and we found that like Angostura bitters there was a
steady but small demand for the product except for two or three metropolitan centers
one of which was New Orleans, I made it a policy to put my profits in advertising
hoping thereby to increase the demand for the product. As a result, I found that
Herbsaint became well known but the consumption did not increase in proportion to
my advertising expenses. I tried every way possible to have companion products
such as manufactured cocktails, liqueurs, etc., but these did not prove successful.
After a few years, I found that the people at the plant were making a fair living but all
my profits went to advertising with no accompanying improvement. For several years
I found myself engaged in running three businesses, i.e., manufacturing and retail
drug business, office building business, and the rectifying business. I decided that
Herbsaint required constant promotion and direction of sales effort which was not
commensurate to me of the effort put forth, The sale and therefore profit began to be
more or less of a fixed amount yearly. Centers such as Los Angeles, Chicago, San
Francisco and New Orleans produced the bulk of the business. We were just not
able to make Herbsaint a popular product except in those localities.
I decided therefore to try to recoup at least some of the expense and money that I put
out in advertising, by selling Legendre & Company to a new rectifier. This I did and
the rectifier’s name is Sazerac & Company of New Orleans who were struggling also
to find additional products that could keep their plant busy in the preparation and
manufacture of these products along with the manufacture and bottling of their
Sazerac cocktails. The sale was made for a fixed sum of money that was given to me
as the buying price and I was also paid for all of the equipment I had at South Peters
Street and left that building empty which I later sold at a profit. As an additional
purchase price, I was to be paid $2.50 per case until the production and payments
were made to me of $50,000. It took Sazerac & Company several years to pay out
this indebtedness as per our agreement.
I think I should state how the manufacture of Herbsaint was started by me. I had the
largest permit to buy and sell prescription whiskey in the South and the drugstore
made a good profit off of this. So much so that I was able to pay off a $60,000 debt to
the banks that I inherited from my father due to a bad business move we both had
made. I had advised my father to take on a Canal Street lease for a new drugstore at
a high price which we decided not to establish and the leasing and vacancies which
later developed caused this loss. My father thought I was a real good businessman
although I was very young at the time and he concurred and went along with the idea
of establishing a new drugstore. My father, Joseph A. Legendre, died shortly after the
lease was signed and this left me “holding the bag” in what was to prove a
disastrous undertaking.
My father died in 1926 and I ran the drug business until 1958 when I retired and
liquidated the business because the doctors had moved out of the business district
and I could see that the drugstore would have a hard time in the future in making a
profit. During World War I, I had a very close friend in the intelligence service with me
by the name of Reginal P. Parker. Parker was a highly educated man and spoke
English, French and German fluently and was educated in Europe to become a
diplomat. His father was a wealthy sheep rancher in Australia and made a highly
profitable income every year. Parker, Sr. spent his money freely and did not provide
for the time when his ranch would prove to be a great loss of income to him. This
happened suddenly by a drought which lasted for two years in which all vegetation
dried out and his sheep all died. Parker, Sr. could not stand this economic shock
and killed himself which left Parker as the only one to provide for his mother who
was then an asthmatic and sickly. Strange to say, that after making several moves
and testing several climates Mrs. Parker found that she liked New Orleans the best
and lived here until she died.
During World War I, Parker and I attended the Intelligence School in LeHarvre which
was operated by the British Intelligence Service which taught the various ways
available to the American army and in particular the Intelligence Service to provide a
barrier at the entrance of American military areas against enemy spies. This
developed into being quite an effort on the part of the U. S. Army and intelligence
offices were opened in all cities where American troops arrived by ship to go into the
fighting lines and where American camps were established. These included such
cities as Bordeaux, LeHarvre, St. Nazaire, Nantes, Marseille, etc. After graduation
from Intelligence School in LeHarvre, I was sent along with two others to establish
an office of the Intelligence Service in St. Nazaire, Parker was sent to Marseille. While
in Marseille, Parker boarded with a family who loved to prepare and drink “pastis”
under which label came all the absinthe-like drinks that Marsei1le is famous for.
Parker returned with the formula for making pastis that had been given to him by the
family with whom he boarded along with a small amount of the ingredients that go to
make this drink. Parker was able to get pure alcohol from me and he prepared
several batches of this drink which we enjoyed as prohibition had set in and strong
drinks were unobtainable, When Parker exhausted the supply of herbs that go to
make up pastis, he asked me to try to import what he needed from France. This I
was able to do and he gave me a copy of the formula so that when prohibition went
out I had already ordered and had on hand a good supply of herbs, etc. and could
buy alcohol without restriction and after obtaining a rectifier permit I was able to set
up myself in business in the manufacture of Herbsaint.
I employed William B. Wisdom to promote and advertise “Herbsaint”, having a very
fertile mind, he prepared recipe books and all sorts of advertising material. He
painted Herbsaint as being a most delectable drink and described the product in
glowing terms. Wisdom stated that the formula for Herbsaint was handed down from
father to son and had been in the Legendre family for a long time. I told him that this
might be questioned but he said “It is of no great importance”. As a matter of fact, I
have never been questioned on this subject and I have never changed any literature
printed by me and by Sazarac. No one really cares how Herbsaint came about as
they either enjoy it or do not enjoy this drink.
My story is ended
J. M. LEGENDRE
Proof label for circa 1935 120 proof Herbsaint
Click on the image to see an enlarged version.
Click on the image to see an enlarged version.
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| This website and all its contents Copyright 2002- 2008 Oxygenee Ltd. No pictures or text may be reproduced or used in any form without written permission of the site owner. |
J. Marion Legendre is buried in the
Legendre family tomb in New Orleans'
historic Metairie Cemetary
Legendre family tomb in New Orleans'
historic Metairie Cemetary
| Two early publicity leaflets, tying Herbsaint into the history of the Old Absinthe House. Click to enlarge. |
A remarkable series of Herbsaint advertising
cartons, apparently prepared for the launch of
the product in 1934, and at bottom, a similar
design in billboard size.
Click on the images to enlarge.
cartons, apparently prepared for the launch of
the product in 1934, and at bottom, a similar
design in billboard size.
Click on the images to enlarge.
Click on the Adobe icon to view a 1944 promotional
booklet for Legendre Herbsaint, with numerous
cocktail recipes including the Absinthe Frappé, and a
brief history of the Old Absinthe House in New
Orleans. (1.76MB)
This document is in landscape format: to orientate it correctly,
click on "Rotate View Clockwise" in the Adobe icon menu.
booklet for Legendre Herbsaint, with numerous
cocktail recipes including the Absinthe Frappé, and a
brief history of the Old Absinthe House in New
Orleans. (1.76MB)
This document is in landscape format: to orientate it correctly,
click on "Rotate View Clockwise" in the Adobe icon menu.
A 1930's advert for Herbsaint reads:
French in name, French in origin, and French in its sophisticated appeal, Legendre Herbsaint is a
drink distinctly European in character.Its very appearance differs from all other drinks. In its original
state Herbsaint is a transparent greenish amber. Mixed with water or ice as in a frappe, Herbsaint
becomes an opaque beverage whose gyrating whorls of coalescent strata have a distinct opalescent
hue.
This refreshing and delightful beverage pleases the palate of the connoisseur and man about town
alike, and is reminiscent of the charm and unique appeal of New Orleans. in whose Vieux Carre it has
attained its greatest popularity. To drink Herbsaint is to recall the glories of the cast. to renew
acquaintance with the romance and glamour of by-gone days of Old France and of that France of the
New World-Louisiana.
The famous recipe of Herbsaint has been a long guarded treasure of the Legendre family, a prized
possession, handed down from father to son. During all the years, the Legendres pride themselves on
the fact that they have never deviated from the original formula of their forebears in the manufacture of
the product which has become a New Orleans institution and a national favorite.
Formerly Sold Under the Name of LEGENDRE ABSINTHE
In many states it is unlawful to use the name Absinthe - in labeling any product because the word
Absinthe invariably calls to mind a poisonous wormwood beverage. The Legendre liqueur does not
contain one drop of wormwood, but as we are enjoying a nation-wide distribution and in order to have
our product on sale everywhere, we have decided to call it Herbsaint. There is positively no change of
formula. The new drink Herbsaint is exactly the same as the drink formerly sold under the name of
Legendre Absinthe. The difference is in name only. No other drink can bear the name Herbsaint.
Legendre Herbsaint is the only drink of its kind in the world, It has all the virtues of absinthe but none
of its sins. Made from a secret French formula, it is the first genuine, non-synthetic, non-poisonous
drink of its kind, made in the United States.
French in name, French in origin, and French in its sophisticated appeal, Legendre Herbsaint is a
drink distinctly European in character.Its very appearance differs from all other drinks. In its original
state Herbsaint is a transparent greenish amber. Mixed with water or ice as in a frappe, Herbsaint
becomes an opaque beverage whose gyrating whorls of coalescent strata have a distinct opalescent
hue.
This refreshing and delightful beverage pleases the palate of the connoisseur and man about town
alike, and is reminiscent of the charm and unique appeal of New Orleans. in whose Vieux Carre it has
attained its greatest popularity. To drink Herbsaint is to recall the glories of the cast. to renew
acquaintance with the romance and glamour of by-gone days of Old France and of that France of the
New World-Louisiana.
The famous recipe of Herbsaint has been a long guarded treasure of the Legendre family, a prized
possession, handed down from father to son. During all the years, the Legendres pride themselves on
the fact that they have never deviated from the original formula of their forebears in the manufacture of
the product which has become a New Orleans institution and a national favorite.
Formerly Sold Under the Name of LEGENDRE ABSINTHE
In many states it is unlawful to use the name Absinthe - in labeling any product because the word
Absinthe invariably calls to mind a poisonous wormwood beverage. The Legendre liqueur does not
contain one drop of wormwood, but as we are enjoying a nation-wide distribution and in order to have
our product on sale everywhere, we have decided to call it Herbsaint. There is positively no change of
formula. The new drink Herbsaint is exactly the same as the drink formerly sold under the name of
Legendre Absinthe. The difference is in name only. No other drink can bear the name Herbsaint.
Legendre Herbsaint is the only drink of its kind in the world, It has all the virtues of absinthe but none
of its sins. Made from a secret French formula, it is the first genuine, non-synthetic, non-poisonous
drink of its kind, made in the United States.
| The items shown on this page are all courtesy of Jay Hendrickson, the pre-eminent historian of Herbsaint and the Legendre company. |
A 1950's article on Herbsaint from "The Dude"
magazine by the wonderfully named Wambly
Bald.
Click on the images below to see enlarged
versions.
magazine by the wonderfully named Wambly
Bald.
Click on the images below to see enlarged
versions.
Government Officials Rule Sale of Absinthe
Prohibited by State and Federal Laws.
Herbsaint Given Complete Bill of Health
Legendre HERBSAINT is the only correctly
labelled ABSINTHE-type drink made and sold
in New Orleans. It complies with the law i
every respect, and is sold nation-wide.
Click on the image to see an enlarged version.
Prohibited by State and Federal Laws.
Herbsaint Given Complete Bill of Health
Legendre HERBSAINT is the only correctly
labelled ABSINTHE-type drink made and sold
in New Orleans. It complies with the law i
every respect, and is sold nation-wide.
Click on the image to see an enlarged version.
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| Move cursor over the link bars to see contents. |
A range of Herbsaint bottles 1930's - 1960's.
Click on the image to see an enlarged version.
Click on the image to see an enlarged version.
Herbsaint bottles 1930's, 1940's and 1950's.
Click on the images to see enlarged versions.
Click on the images to see enlarged versions.
Herbsaint
dripper glass.
Click on the
image to see
an enlarged
version.
dripper glass.
Click on the
image to see
an enlarged
version.
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