07/24/2026
FOR IMMEDIATE RELEASE
Death in the Afternoon Captures Third Consecutive "Best Absinthe in the USA" Title at the 2026 New Orleans Spirits Competition
Three straight years. Three gold-winning performances. One reigning champion.
NEW ORLEANS, La. — July 22, 2026 — Smuggler Premium Spirits proudly announces that Death in the Afternoon Absinthe has once again been awarded Best Absinthe in the USA at the prestigious 2026 New Orleans Spirits Competition, held at the Ritz-Carlton during Tales of the Cocktail, the world's premier annual spirits conference in the heart of the French Quarter.
With this victory, Death in the Afternoon completes an extraordinary hat trick, earning the title of Best Absinthe in the USA for the third consecutive year (2024, 2025, and 2026). In addition to retaining its championship title, the spirit also earned a Gold Medal, further reinforcing its standing among the world's finest absinthes.
While the brand previously earned Specialty Spirit of the Year in both 2024 and 2025, this year's achievement carries its own historic significance: Death in the Afternoon remains the undisputed, three-time reigning champion of American absinthe.
"This isn't just another trophy," said J.D. Martin, 'The Smuggler,' founder of Smuggler Premium Spirits. "Three consecutive championships demonstrate consistency, craftsmanship, and an unwavering commitment to producing authentic absinthe at the highest level. We couldn't be more honored to receive this recognition once again in New Orleans—the spiritual home of absinthe in America."
Behind every great spirit is exceptional company. For Death in the Afternoon, that company includes J.D. Martin, "The Smuggler," Bill Hockett, "The Wizard," and Alan Bishop, "The Alchemist." Together, they bring decades of experience in distilling, botanical formulation, and spirits innovation, united by a shared commitment to honoring absinthe's rich heritage while continually raising the standard for the category.
"This recognition belongs to everyone who has believed in our vision," Martin added. "Every bottle represents countless hours of research, formulation, refinement, and an uncompromising dedication to producing an absinthe worthy of its history."
The announcement comes during another milestone week for the company with the official opening of Smuggler Premium Spirits' new French Quarter headquarters in New Orleans. The new location establishes a permanent base of operations in one of the world's most historic cocktail destinations and will serve as the home for the company's expanding educational and hospitality initiatives.
Leading that expansion is a new immersive absinthe experience called "Theater in a Glass," a program dedicated to showcasing the ritual, history, artistry, and spectacle of the traditional absinthe service. Through authentic louche presentations and educational storytelling, the company aims to introduce more consumers and hospitality professionals to one of the world's most iconic spirits.
With three consecutive national championships now secured and a permanent home established in the birthplace of America's modern cocktail culture, Smuggler Premium Spirits begins its next chapter from the streets of the French Quarter—where history, craftsmanship, and the Green Fairy continue to inspire the future of absinthe.
The Green Fairy has found her home in New Orleans. And the reigning champion still wears the crown.
About Smuggler Premium Spirits
Smuggler Premium Spirits is an independent American spirits company dedicated to producing world-class craft spirits rooted in tradition, storytelling, and authentic craftsmanship. Its flagship absinthe, Death in the Afternoon, has earned national acclaim, including Best Absinthe in the USA for three consecutive years at the New Orleans Spirits Competition. From its new headquarters in New Orleans' historic French Quarter, the company continues to expand its mission of celebrating absinthe through education, innovation, and its signature "Theater in a Glass" experience.
Media Contact
Smuggler Premium Spirits
French Quarter Headquarters – New Orleans, Louisiana
https://smugglerco.com
