From its name, to the regional coat of arms on the label, Anjou Cola does ‘local’ in a big way. The drink is bottled locally by l’Abeille, a soda producer based in Cholet that was acquired by French dairy and drinks company Laiteries de Saint-Denis-de-l’Hôtel (LSDH) last October.
Anjou Cola also uses locally grown chamomile, which gives it a unique flavour. According to the three entrepreneurs, Philippe Nerriere, William Cherbonnier and Louis Henry Chouane: “The Egyptians used chamomile to fight against the fevers and aches. This plant has recognised digestive benefits and helps fight stress and anxiety.”
The trio say that Anjou Cola is a beverage designed to support local employment, the environment by reducing travel, and also celebrate the region’s heritage.
“Anjou Cola made its appearance at the end of the 600th anniversary celebrations of King René of Anjou and we’re engaged in sponsorship for the restoration of the Chateau d’Angers, recently ravaged by fire.”
This isn’t their first venture into the soft drinks arena. Last year, they launched Vendée Cola. At the Anjou Cola launch, William Cherbonnier said: “100,000 bottles of Vendée Cola were sold in 2009, but this isn’t enough to live on. It seemed appropriate to broaden our range.”
Anjou is a former county province centred on the city of Angers in the lower Loire Valley of western France and corresponding largely to the present day département of Maine-et-Loire. The local people refer to themselves as ‘Angevins’.
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