Chartreuse refers to a French herbal liqueur mostly available in green and yellow versions that differ in taste and alcohol content. Interestingly, the liqueur has been made by Carthusian monks since 1737 according to instructions set out in an ancient manuscript on the “Elixir of Long Life,” given to them by François Annibal d’Estrées in 1605.As per experts, it consists of distilled alcohol aged with 130 herbs, plants, and flowers.
Benefits of Chartreuse
As per mixologists, each Chartreuse product is considered a digestif (an alcoholic drink, consumed after a meal in order to aid digestion) with a range of uses. The Chartreuse Company recommends enjoying each spirit by itself in small measures, over ice, or in a variety of cocktails. Initially, it was intended to be used medicinally, as it is rich in immune-strengthening, disease-preventing, anti-inflammatory, and digestive properties. If online reports are to be believed, it was used as medicine during the cholera epidemic of the mid-1800s.
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Why has the demand for Chartreuse increased in recent times?
As per online data, demand for Chartreuse in the U.S. rapidly increased after the pandemic. It has been found that the trend of DIY cocktails at home post-pandemic made people try more and more drinks, and they ended up mixing more drinks at home, which resulted in an increase in consumption of Chartreuse. However, as per a report by the New York Times, there has been a decline in supply because the Carthusians have declined to increase production to match rising demand in the US and the global market.
The same report states the sales of Chartreuse in the United States doubled in the last three years, and according to Chartreuse Diffusion, global sales of Chartreuse topped $30 million in 2022. And the rise in demand further turned out to be in conflict with a collective decision that the monks made in 2019 to cap production of the spirit in order to limit the environmental impact and to focus on their goal of solitude and prayer.
The letter
In January 2023, monks responsible for making Chartreuse announced their decision to limit the production of their herbal drink. The letter reads, “In 2021, the decision was made by the Carthusian monks not to increase their volume of production for the Chartreuse liqueurs. They are limiting production to focus on their primary goal: protect their monastic life and devote their time to solitude and prayer.”
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“In addition, the monks are not looking to grow the liquor beyond what they need to sustain their order. Making millions of cases does not make sense in today’s environmental context and will have a negative impact on the planet in the very short term.”
The letter also explained that the distribution of Chartreuse products will be limited to the company’s “core and historical markets.” The letter adds, “We have decided to work exclusively with our core and historical markets. Our vision is to fulfill the needs of our domestic market as much as we can. We’ll be continuing to maintain a relevant presence in our strategic markets: North America, Europe, Asia, Oceania.”
Final words
The decision was in the favour of the environment and the monks, but the demand surely raised concerns over the demand and supply chain and resulted in discussion across the globe. What do you think of this shift? Share your thoughts in the comment section.
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