In January we applied for the Aspen Food and Wine Classic. Braced for the worst, it was a happy day in April when we heard we were accepted. Not only was Fable invited to show in the Grand Tasting Pavilion, but we were the first ever infused beverage accepted into the festival in the 40+ year running.

The Aspen Food and Wine Festival is a premier culinary event internationally, run by Dotdash Meredith. It gathers top chefs, winemakers, and food enthusiasts from around the globe for a weekend of indulgence and discovery. It’s not just about tasting, but also a chance to learn from cooking demonstrations, panel discussions and intimate seminars. To participate in that and educate people as to what a THC drink is, and the role it can play in their life was a great experience.

Cheese & THC infused cocktails

Our booth was situated in the East Pavilion, one of two large narrow tents which, in shape at least, reminded me of an old London tube station. Our neighbors were Murrays Cheese, out of New York, and Party Trick, an app designed to enhance social gatherings by providing a platform for organizing and participating in activities. In between the two pavilion tents is an outdoor space facing the spectacular Aspen mountain for guests to lounge with their tipple of choice.

Everybody helps each other out, whether that be washing table clothes, sharing grilled cheese (thanks Murrays), or directing co-exhibitors to smooth shots of a family’s reserve Tequila. My co-exhibitors were a large part of what made the weekend so enjoyable. We met fellow exhibitors from Spain, Portugal, Switzerland, Argentina and Melbourne Australia so it was certainly an international crowd.

Canna-curious audience

Across 3 days we gave away thousands of fable samples, which were served on ice directly at the booth. We served 0.75mg servings, cautious of the fact everyone was also drinking alcohol. By group calculation we determined that 70% of people walking past the booth willingly leaned in and tasted fable with 30% politely declining due to the THC. Everybody was friendly, inquisitive and engaged and as the festival progressed, we witnessed people coming back to taste fable because they’d heard from somebody else, they needed to.

Of our full product lineup, people gravitated more towards Best Zest and Night Flight. This makes sense bearing in mind it was 11am – 4pm on a sunny summer’s day. Into The Woods was developed more to be an evening drink, with the pine, white oak and rosemary providing a slightly richer overall taste experience. Both Night Flight & Best Zest are a little brighter and perhaps lighter so they better fit the day use occasion.

Wanda Mann takes us on a cruise around the Mediterranean
Kristin and I had the pleasure of attending a seminar on Sunday morning, hosted by Wanda Mann. Entitled “Sips For Sailors”, it was the perfect late morning sail around the Mediterranean, tasting coastal wines for sunny days. My personal favorite was the 2022 Marchesi Frescobaldi “Gorgona” Bianco Toscana. The grapes for Gorgona Bianco are grown on Gorgona, the smallest island of the Tuscan Archipelago. This island is unique because it houses a penal colony where inmates work in the vineyard as part of a rehabilitation project. Countries all over the world are looking to replicate this model such is the success.

What’s included with a consumer pass. They are $3000 each after all.

For guests and anyone thinking of attending the festival next year, the pass gives you access to 60+ seminars. You can spend an hour in the morning & evening listening to It was a wonderful but tiring weekend with 2 “Grand Tastings” to host each day. The first tasting session runs 11.30am – 1.30pm with the second 4.30pm – 6.30pm. These controlled sessions prevent sloppiness. There is a LOT of great beverages to consume, 98% of which are alcoholic after all.

Perhaps as an industry, we can change that.
Regards
Ben