La Fée Absinthe, Reading Festival and the Black Eyed Peas

When you think of absinthe, particularly La Fée Absinthe, images of Parisian bohemians and artistic rebellion often come to mind. However, in August 2000, the green muse made an unexpected appearance at the Reading Music Festival, sparking inspiration in a whole new generation of artists, this time, with the legendary Black Eyed Peas.

This story begins at Little John’s Farm, the iconic site of the Reading Music Festival, where the Black Eyed Peas had their first encounter with La Fée Parisienne absinthe. The festival grounds were buzzing with excitement; fans and artists alike were soaking in the electric atmosphere that has made Reading one of the most unforgettable music festivals in the world. At this very moment, a bit of underground spirit (literally and figuratively) was about to be served.

A Spirited Entrance

At the time, Bacardi was the official spirits sponsor at Reading, alongside the ubiquitous Carling Beer, which meant other spirit brands were technically not allowed. But where there’s a will, there’s a way. We, the team behind La Fée, managed to creatively sneak our absinthe onto the festival grounds under the radar. The method? A bit of old-school charm in the form of our iconic Route Master Bus #RM255. You couldn’t miss her. This wasn’t just any bus; it is La Fée’s own vibrant, green-painted double-decker, doubling as the tour bus for Black Box Recorder (the indie trio comprising John Moore, Sarah Nixey, and Luke Haynes). We positioned it strategically in the Artist’s car park, nestled right next to the Winnebago of Hank Williams III.

This prime location put us close to all the action. The Black Eyed Peas were scheduled to perform on The Dance Stage, while Black Box Recorder was set to play on the Radio 1 Evening Session Stage. As the day unfolded, the buzz around the La Fée Bus grew louder.

The Coolest Bus in the Lot

As the mastermind behind bringing Absinthe category back to France with La Fée Absinthe, I (George Rowley) found myself playing host on that memorable day. Between performances, the La Fée Bus became a magnet for artists and random festival-goers who wandered into the artist’s car park. The top deck, transformed into a cosy La Fée Lounge, became a base camp for the day, a sanctuary for artists looking to escape the festival chaos for a moment of calm.

I was up there, seated in our themed haven, when suddenly, I heard voices calling out from below. A few curious visitors wanted to check out the bus and, more importantly, taste La Fée Absinthe for themselves. When I looked down, there was a trio who seemed intrigued and excited. They turned out to be none other than will.i.am, apl.de.ap, and Taboo of the Black Eyed Peas.

An Unforgettable Encounter

With no idea who these gentlemen were at the time (I certainly do now), I welcomed them aboard with the same hospitality I’d shown everyone else. There was no entourage, no pretension, just three guys looking to enjoy themselves and try something different. They were keen to taste the infamous absinthe they’d heard so much about. I slipped behind the bar and prepared La Fée Parisienne Absinthe Supérieure in the Classic Serve style, a timeless ritual involving diluted iced water through sugar, which slowly turns the vibrant green drink into a milky, opalescent drink.

For about half an hour, the top deck of the La Fée Bus turned into an impromptu absinthe lounge. The atmosphere was relaxed and organic, no pressure, no pretence. Just pure, unfiltered enjoyment of the moment and the mysterious, potent green liquid swirling in their glasses.

Absinthe and Artistic Alchemy

As we chatted, the guys seemed to get more and more comfortable. They even pulled out a small keyring microphone recorder and began recording bits and pieces, snippets of conversation, thoughts, perhaps lyrics. Could it be that La Fée inspired a future hit? The thought still amuses me today. The spontaneity of the encounter embodied the very essence of absinthe, sparking creativity, breaking down barriers, and bringing out the unconventional side of those who dare to drink it.

There’s something to be said about the allure of absinthe, especially when it’s La Fée. Unlike other spirits, absinthe isn’t just consumed; it’s experienced. And for the Black Eyed Peas, that experience happened to be on the top deck of a double-decker bus parked in a muddy field in Reading.

Capturing the Moment

Before they left, we managed to capture the moment with a photograph in front of the La Fée Bus, a snapshot that has since become a part of our own story. Looking back, it’s fascinating to think about how casual, chance encounters can become a pivotal moment in the intersection of music and culture. For La Fée, it was yet another chapter in the brand’s journey, fueling the creative spirits of artists worldwide.

That day, the Black Eyed Peas may have come aboard as festival-goers looking for a new experience, but they left as part of La Fée’s ongoing narrative, a story that intertwines with artists, musicians, and creatives from all walks of life. Whether it’s in a Montmartre café in Paris or on a bus in Reading, La Fée Absinthe continues to inspire.

The Legacy of La Fée at Reading