• February 2, 2011

Lucid absinthe is running 91 local billboards in Los Angeles and the surrounding areas, featuring the new tagline, "Lights, Camera, Absinthe...." The effort is timed with National Absinthe Day, on March 5, marking the four-year anniversary of absinthe's legalization in America. The company says Lucid constitutes 60% of U.S. absinthe consumption.

The message of the effort, the first out-of-home advertising push for Viridian Spirits and Lucid absinthe on absinthe's place in mainstream American culture.

Said Jared Gurfein, President and CEO in a statement, "Since the beginning, absinthe has always had a strong connection to the arts. The goal of this campaign is for Lucid to show the local Los Angeles community -- and the spirits industry -- that absinthe is successfully growing in America and has earned its place in both the artistic and gastronomic landscape."