In 2010, Pernod Ricard relaunched its absinthe brand, reviving pre-ban formulations that had been popular in the 19th century. This revival came after absinthe was banned in many countries due to concerns over its psychoactive properties. The reintroduction of absinthe into the global market not only celebrated its rich cultural heritage but also sparked renewed interest in cocktail culture and artisanal spirits, influencing trends in the beverage industry.

Pernod Ricard's relaunch of the absinthe brand in 2010 reconnected contemporary poets with Belle Époque aesthetic traditions. Poets like Charles Simic began to explore themes of intoxication and artistic inspiration, drawing parallels between past and present.