Absolut Vodka

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Absolut Vodka
Absolut Vodka logo.svg
TypeVodka
ManufacturerV&S Group (Pernod Ricard)
Country of originÅhus, Skåne, Sweden
Introduced1879
Proof80 - 100
Related productsList of vodkas
Websiteabsolut.com
 
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Absolut Vodka
Absolut Vodka logo.svg
TypeVodka
ManufacturerV&S Group (Pernod Ricard)
Country of originÅhus, Skåne, Sweden
Introduced1879
Proof80 - 100
Related productsList of vodkas
Websiteabsolut.com

Absolut Vodka is a brand of vodka, produced near Åhus, Skåne, in southern Sweden. Absolut is owned by French group Pernod Ricard; they bought Absolut for 5.63 billion Euros in 2008 from the Swedish state.

Absolut is the third largest brand of alcoholic spirits in the world after Bacardi and Smirnoff, and is sold in 126 countries.

Contents

History

Absolut was established in 1879 by Lars Olsson Smith and is produced in Åhus, Sweden. Smith introduced fractional distillation that produces liquor without fusel alcohol in Sweden in 1877, under the name "Tiodubbelt Renadt Brännvin" (Tenfold Purified Vodka). Brännvin literally means "burn-wine" and is analogous to the German "Branntwein". The term is also used in Norwegian, Danish and Icelandic.[citation needed] ("Vodka" was not used for Swedish liquor until 1958, with the potato-based Explorer Vodka.) The name was changed to "Absolut Rent Brännvin" (Absolutely Pure Vodka) by Smith to market his much improved product. [1]

Smith challenged the city of Stockholm's liquor marketing monopoly with his vodka. It was sold at a lower price than the monopoly's product, just outside the city border. Smith even offered free boat rides to the distillery and "Rent Brännvin" made Smith a fortune.[1]

In 1917, the alcohol industry in Sweden was monopolized by the Swedish government. Vodka was then sold nationwide under the name "Absolut Rent Brännvin". The name changed with intervals, Renat Brännvin or Absolut Rent Brännvin. In 1979, the old name Absolut was picked up when the upper-price range ABSOLUT VODKA was introduced. Renat is still a euphemism for spirits in Sweden, and the name of another vodka product by Vin & Sprit.[1]

Absolut Vodka was introduced to the global market in 1979. Since its launch, Absolut has grown from 90,000 liters to 96.6 million liters in 2008. It has become the largest international spirit and is available in 126 countries.[citation needed] The vodka is made from winter wheat. Approximately 80,000 metric tons (2,900,000 bushels) of wheat are used annually to produce Absolut Vodka. Over one kilogram of grain is used in every one-liter bottle.[1]

Varieties

Core flavors

Absolut Vodka bottles, skins and merchandise.

"Core" flavors, in chronological order:

namelaunched indescription
Absolut VODKA, blue label197940%/80 proof alcohol
Absolut VODKA, red label197950%/100 proof alcohol - ceased production in 2006
Absolut PEPPAR1986roasted jalapeños, green tomato and dried herbs flavored vodka – the first flavored Absolut Vodka
Absolut CITRON1988lemon flavored vodka
Absolut KURANT1992blackcurrant flavored vodka
Absolut MANDRIN1999orange and mandarin flavored vodka
Absolut VANILIA2003vanilla flavored vodka
Absolut LEVEL2004a super-premium vodka
Absolut RASPBERRI2004raspberry flavored vodka
Absolut APEACH2005peach flavored vodka
Absolut RUBY RED2006grapefruit flavored vodka
Absolut 100200750%/100 proof alcohol - replacement of red label
Absolut PEARS2007pear flavored vodka
Absolut MANGO2010mango flavored vodka
Absolut BERRI AÇAÍ2010açaí, blueberry and pomegranate flavored vodka
Absolut ELYX2010a super-premium edition - replacement of Absolut LEVEL
Absolut WILD TEA2010black tea and elderflower flavored vodka - same taste as Absolut BOSTON
Absolut ORIENT APPLE2011red apple and ginger flavored vodka - same taste as Absolut BROOKLYN and Absolut SVEA
Absolut GRÄPEVINE2011white grape, dragon fruit and papaya flavored vodka - same taste as Absolut SF
Absolut CHERRYKRAN2012cherry,white cranberry and sweet plum flavored vodka
Absolut HIBISKUS2012hibiscus and pomegranate flavored vodka

Special bottles

Absolut Vodka is available in many bottle varieties and skins:

namelaunched indescriptionsize
Absolut BRITTO2003regular Absolut VODKA, limited edition by Romero Britto700ml (Greece)
750ml (US)
Absolut FREESTYLE2004regular Absolut VODKA, limited edition with fragmented label (France)700ml
Absolut SNOWFLAKE2005regular Absolut VODKA, limited edition. First skin by ABSOLUT VODKA.700ml
Absolut BODY ART2005regular Absolut VODKA, limited edition by Jean-Luc Moerman700ml
Absolut CHROME2005, 2006regular Absolut VODKA, limited edition bottles (two sets of three designs), launched in 2005/France and 2006/Germany700ml
Absolut BLING-BLING2006regular Absolut VODKA, limited edition gold cover700ml / 750ml / 1000ml
Absolut DISCO2007regular Absolut VODKA, limited edition disco ball cover700ml / 750ml / 1000ml
Absolut C'N'C FASHION ANIMAL2007regular Absolut VODKA, limited edition by Ennio Capasa700ml
Absolut BRASIL2007regular Absolut VODKA, designed by Brazilian artists Nelson Leirner (Butterfly, re-released in France, 2009) and Daniel Senise (Monkey) (Brazil)1000ml
Absolut GREENSAVER2008regular Absolut VODKA, limited edition bottle by Greek artist Konstantinos Vita (Greece)700ml
Absolut COLORS2008regular Absolut VODKA, limited edition cover celebrating 30th anniversary of the Rainbow flag700ml / 700ML CoS / 750ml / 1000ml
Absolut MASQUERADE2008regular Absolut VODKA, limited edition sequined sleeve cover700ml / 750ml / 1000ml
Absolut SUMMER2008regular Absolut VODKA, limited edition white cover (UK)700ml
Absolut NO LABEL2009regular Absolut VODKA, blank bottle emphasizing the company’s slogan: "In An ABSOLUT World, There Are No Labels"700ml / 750ml / 1000ml
Absolut SELFRIDGES 1002009regular Absolut VODKA, limited edition yellow cover (UK)700ml
Absolut ROCK2009regular Absolut VODKA, limited edition leather studded cover700ml / 750ml / 1000ml
Absolut WALLPAPER #12010regular Absolut VODKA, limited edition bottle by Alessandro Guerriero (Italy)700ml
Absolut WALLPAPER #22010regular Absolut VODKA, limited edition bottle by Gio Pagani (Italy)700ml
Absolut FLAVOR OF THE TROPICS2010orange, mango, lychee, pineapple and melon flavored vodka1000ml
Absolut SUMMER2010regular Absolut VODKA, limited edition clear cover (Germany)700ml
Absolut GLIMMER2010regular Absolut VODKA, limited edition bottle that mimics a crystal decanter700ml / 750ml / 1000ml
Absolut ZENG FANZHI for Joyce2010regular Absolut VODKA, limited edition bottle by Chinese artist Zeng Fanzhi (Hong Kong)700ml
Absolut 72 BIAN Transform2010regular Absolut VODKA, limited edition bottle by Chinese artist Gao Yu (China)700ml
Absolut WATKINS2011coffee, almond, caramel and chili flavored vodka. Limited edition bottle by Liselotte Watkins1000ml
Absolut WALLPAPER #32011regular Absolut VODKA, limited edition bottle by Ron English (Italy)700ml
Absolut ILLUSION2011regular Absolut VODKA, limited edition bottle with inverted label on backside700ml / 750ml / 1000ml
Absolut SVEA2011apple and ginger flavored vodka, same taste as Absolut BROOKLYN and Absolut SVEA, limited edition bottle (Sweden)700ml
Absolut NZ2011regular Absolut VODKA, limited edition cover (New Zealand)1000ml
Absolut MODE2011regular Absolut VODKA, limited edition bottle with twelve facets, wrapped with a band in midnight blue silk cloth700ml / 750ml / 1000ml
Absolut WHITE2011regular Absolut VODKA, limited edition white cover (UK)700ml
Absolut CITRON GLIMMER2011Absolut Citron, limited edition bottle that mimics a crystal decanter750ml, 1000ml
Absolut GUSTAFSON2012cherry, strawberry, cardamon and chai flavored vodka. Limited edition bottle by Swedish artist Mats Gustafson (product was recalled shortly after launch)1000ml
Absolut BLANK2012regular Absolut VODKA, limited edition bottle by German artist Mario Wagner700ml
Absolut TUNE2012white wine and vodka, limited trial run in 2011, Australia, launched 2012, USA750ml
Absolut UNIQUE2012regular Absolut VODKA, unique bottles are painted and individually numbered700ml / 750ml / 1000ml
Absolut EXPOSURE2013honey melon and lemon grass flavored vodka. Limited edition bottles (3 designs) by Swedish artist Johan Renck, featuring supermodel Lydia Hearst1000ml
Absolut SEA CRUISE EDITION2013regular Absolut VODKA, released on select cruises in the Caribbean1000ml
Absolut CARNAVAL/CARNIVAL2013regular Absolut VODKA, limited edition neoprene sleeve cover (Brazil)1000ml
Absolut BLANK2013regular Absolut VODKA, limited edition bottle by Dave Kinsey700ml
Flaschen der City Reihe

City series - U.S. Editions

namelaunched indescriptionsize
Absolut NEW ORLEANS2007mango and black pepper flavored vodka750ml
Absolut LOS ANGELES2008acai, acerola, pomegranate, and blueberry flavored vodka, launched in 2008 and rebranded as Absolut BERRI AÇAÍ in 2010750ml
Absolut BOSTON2009black tea and elderflower flavored vodka, launched in 2009 and rebranded as Absolut WILD TEA in 20101000ml
Absolut BROOKLYN2010red apple and ginger flavored vodka, launched in 2010 and rebranded as Absolut ORIENT APPLE in 20111000ml
Absolut SAN FRANCISCO2011grape, dragon fruit, and papaya flavored vodka, launched in 2011, rebranded as Absolut GRÄPEVINE in same year of creation750ml
Absolut MIAMI2012passion fruit and orange blossom flavored vodka750ml, 1000ml
Absolut CHICAGO2013currently under a design competition by Threadless

City & Countries series - International Editions

namelaunched indescriptionsize
Absolut VANCOUVER2010regular Absolut VODKA, designed by Canadian artist Douglas Fraser (Canada)750ml
Absolut RIO2011orange, mango and passion fruit flavored vodka, designed by Brazilian artist Oskar Metsavaht (Brazil)1000ml
Absolut LONDON2012regular Absolut VODKA, designed by Jamie Hewlett, co-creator of the virtual band Gorillaz (England)700ml
Absolut ISTANBUL2012regular Absolut VODKA, designed by Turkish artist Yigit Yazici (Turkey)700ml
Absolut MEXICO2012regular Absolut VODKA, designed by Mexican artist Dr. Lakra (Mexico)750ml
Absolut POLAKOM2012regular Absolut VODKA, designed by Polish artist Swanski (Poland)700ml

Crystal series

namelaunched indescriptionsize
Absolut Vodka Crystal Bottle2010creative collaboration between Absolut Vodka, the Swedish design duo Skogsberg&Smart, and the world class craftsmen at Reijmyre Glassworks. Limited to 800 bottles.1000ml
Absolut Crystal Pinstripe Bottle2011Absolut Vodka and the Swedish design duo Skogsberg&Smart have teamed up once again to create the next generation of their much publicized crystal bottle. Limited to 800 bottles.1000ml
Absolut Crystal Pinstripe Black Bottle2011black crystal edition limited to just 10 bottles1000ml

Marketing

Much of Absolut's fame is due to its long-running advertising campaign, created by advertising agency TBWA, also from David Jones's status in the business world and in Africa alone. Based on the distinctive bottle shape having started around 1980 with photographer Steven Bronstein, and with more than 1500 ads, the ad campaign is the longest running ever. The ads frequently feature an Absolut bottle-shaped object in the center and a title "ABSOLUT ____." at the bottom. The original idea for the campaign came from South African art director Geoff Hayes who reported that the idea for the first Absolut ad, Absolut Perfection, came to him in the bathtub. A number of art directors and copywriters added to the campaign in the early years including: Graham Turner, Denise Dell Harbin, Dave Warren, Tom McManus, Everet Cilliars, Steve Feldman, Harry Woods, Arnie Arlow, and Peter Lubalin.[2]

A Vodka Movie

Zach Galifianakis, Tim Heidecker and Eric Wareheim were commissioned by Absolut Vodka to make a film for their website.[3] Tim and Eric made three comedic infomercials for Absolut Vodka. The first part takes place in a living room as the three characters enjoy absolut cocktails. The first section gives the viewer a fairly clear view of the standard, surreal, Tim and Eric comedy style as the positive attitude is dragged downward by Zach's character. The second part takes place on a beach and progresses similarly to the first as Zach fails to connect with his friends for a majority of the bit. The third part is fairly different. Taking place in Zach's characters kitchen, the bit completely derails, forcing the actors to break the Fourth Wall multiple times and as Zach's characters takes the shoot less and less seriously. A food fight ensues and Zach's character ends up defeated. The series ends with Tim and Eric pouring flour on a sobbing Zach Galiafinakis. The tagline "In an Absolut world, friends would get together more often" displays over his face as he is coated in flour and continues crying.

Awards

Some Absolut offerings have performed well at international spirit ratings competitions. For example, the kurant and pear offerings were awarded scores of 96-100 by the raters at Wine Enthusiast.[4] According to Proof66, Absolut Citron is among the Top 10th percentile of rated vodkas worldwide.[5]

Advertising campaigns

Absolut Statehood

In 1991 Absolut began an art commissioning program to select artists from all 50 states in the U.S. and the District of Columbia. Absolut Vodka arranged to run full-page ads in USA Today with images of the commissioned works every two weeks. Artists selected included Romero Britto, Jon Coffelt, Burton Morris and Rev. Howard Finster. A limited edition of 300 lithographs of each work was sold to raise funds for Design Industries Foundation Fighting AIDS. As a commemoration to this campaign, "Absolut Statehood: 51 Painters, Visions of Their Home States" a book by Glenn O'Brien, was published with a foreword by Michel Roux of Carillon Importers with photography by Antonio Alia Guccione. 51 Absolut Statehood artists were interviewed by Peter Tunney and made into a film about the campaign. "Absolut To The People," a Peter Tunney Film, was simulcast in New York and Hong Kong in March 1993.

Absolut Tracks

Since 2005, Absolut has offered Absolut-Tracks: one base song ("Breathe") by Lenny Kravitz and ten remixes by different musical artist from all over the world, including Wisin & Yandel, Nikko Patrelakis, Jazzanova, Ashley Beedle and Little Louie Vega. Each track has its own video, and all are available as free downloads. Some of the poster ads (mostly at bus stops and train stations) featured a headphone jack into which standard headphones could be plugged in so that anyone could listen to the song.

In An Absolut World

In 2007, Absolut began its "In An Absolut World" campaign in which the company posted various, often fanciful scenarios of what the target audience might think would constitute a perfect, or "Absolut", reality.

In 2008, an Absolut Vodka ad, placed in Mexican publications and on Mexican billboards, featured a map of the U.S. and Mexico with the boundaries between the two as they were prior to the 1836 Texas Revolution and the Mexican-American War. Media outlets reported on the reaction amongst some American consumers who claimed offense at what they saw as an ad insensitive to immigration issues.

Absolut initially tried to mollify critics, claiming that the ads were purely whimsical in intent, having no political or nationalist agenda, but its critics were adamant. Absolut later released a public statement and withdrew the ad:

"In no way was this meant to offend or disparage, nor does it advocate an altering of borders, nor does it lend support to any anti-American sentiment, nor does it reflect immigration issues. Instead, it hearkens to a time which the population of Mexico may feel was more ideal."[6]

In response, the U.S.-based SKYY Vodka issued a press release criticizing its competitor's ad campaign, citing the Treaty of Guadalupe Hidalgo and other reasons.[7]

Absolut culture

As of 2009, The Simpsons' opening sequence has featured, on the back of a magazine which Marge is reading at the supermarket checkout, a made up advertisement for Absolut which reads 'Absolut Krusty'. The ad shows a picture of an Absolut shaped bottle with the hair of Krusty the Clown, a well-known character in the show.

The Broadway Musical RENT mentions Absolut in the song "La Vie Boheme" stating:

To fruits- To no absolutes-
To Absolut- To choice-
To the Village Voice-
To any passing fad.

See also

Notes

External links