How would you describe your flagship product, the gentian Salers?
Salers has a flavor characteristic of the Auvergne. It is especially appreciated for its seductive golden color, its aroma of mountain flowers and suggestions of bitterness. The final mixture is gives off hints of citrus, soft fruits and cacao.
Can you tell us what’s happening these days at Salers?
The oldest brand of Gentiane from the Massif Central is celebrating its 125th anniversary this year. The Salers Distillery is still a family business today. Loyal to its region, it continues to create its celebrated Gentiane, respecting its original recipe, based on Auvergne gentian and distilled in copper alembics. It is part of the family-owned Pagès-Védrenne group headquartered in Puy-en-Velay.
How did you celebrate this event?
To note the 125th anniversary of a special milestone, a screen-printed bottle was launched in the Spring for the pleasure of loyal fans and a large number of collectors. Still created from the highest-quality alcohol, Salers has three formulas, 16°, 20° and 25° degrees (yellow, red and green caps) and its label continues to feature the graphics created by its founder Alfred Labounoux.
Why do you continue to work with the VOA?
We have worked efficiently with VOA for more than 30 years now; in other words, we are loyal! The personalized Salers bottle dates back to 1982. It is the fruit of the common reflection between the distillery and VOA. The form and engraving remain the same as at the beginning.
I believe this is what consumers appreciate in this product. It is immediately recognizable and guarantees a “regional” flavor, an inimitable taste, staying faithful to its original recipe.
