Absolut Vodka
Encyclopedia
Absolut Vodka is a brand of vodka
, produced near Åhus
, Skåne, in southern Sweden
. Since July 2008 the company has been owned by the French firm Pernod Ricard
who bought V&S Group
from the Swedish government.
Absolut is the third largest brand of alcoholic spirits in the world after Bacardi
and Smirnoff
, and is sold in 126 countries.
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. ("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. 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. 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.
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 fourth largest international spirit and is available in 126 countries. The vodka is made from winter wheat
. Approximately 80,000 metric tons (2,900,000 bushels) of wheat is used annually to produce Absolut Vodka. Over one kilogram of grain is used in every one-liter bottle.
within V&S Group
which was owned by the Swedish Government. The Government decided to sell V&S Group to Pernod Ricard and the closing of the deal was July 24, 2008. The company is currently owned by Pernod Ricard Holding Company
.
See for David Jones's personal life
Married four times he has fathered four children, his daughters Alexandra and Hazel attend Rathdown School and his sons Demetri and Rhys attended Blackrock College.
Native South African entrepreneur David Jones is on the Forbes wealthiest peoples list, and all of his children will definitely be on the Forbes wealthiest peoples list when they are older.
Absolut VODKA is available in many varieties:
Flavored "core" varieties, in chronological order:
City series:
Crystal series:
campaign, created by advertising agency TBWA
, 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.
media since 1981, and the company has long sponsored major gay events, including the 2000 fall line of Tom of Finland
clothing. In one such ad, a film loop and film canisters are stacked to form the distinctive shape of the Absolut bottle. The canisters are labeled with the titles of gay films, including "Stonewall
", "Boys Life
", "Nitrate Kisses
", "Show Me Love
", and others. The caption reads "Absolut Achievement". The ad appeared in gay film festivals sponsored by the brand. Absolut Vodka has also been the official corporate sponsor of the GLAAD Media Awards
for many years and is an official sponsor of RuPaul's Drag Race
on the LGBT
-themed network Logo
.
, Tim Heidecker
and Eric Wareheim
were commissioned by Absolut Vodka to make a film for their website.
Tim and Eric made three comedic infomercials for Absolut Vodka.
competitions. For example, the kurant and pear offerings were awarded scores of 96-100 by the raters at Wine Enthusiast. According to Proof66, Absolut Citron is among the Top 10th percentile of rated vodkas worldwide.
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 were 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.
("Breathe") by Lenny Kravitz
and ten remix
es by different musical artist from all over the world, including Luny Tunes
, 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 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:
issued a press release criticizing its competitor's ad campaign, citing the Treaty of Guadalupe Hidalgo
and other reasons.
pioneer Laurence Gartel
designed a campaign for Absolut Vodka in 1990, joining artists such as painters Andy Warhol
, Dadara
, Kurt Wenner
, and glass artist Hans Godo Frabel
.
In 1998, Absolut commissioned famed digital artist and painter, Bill Barminski
, to create one of the largest and most expensive bilboards located on the Sunset Strip in Hollywood, where it remained for over two years.
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.
Vodka
Vodka , is a distilled beverage. It is composed primarily of water and ethanol with traces of impurities and flavorings. Vodka is made by the distillation of fermented substances such as grains, potatoes, or sometimes fruits....
, produced near Åhus
Åhus
Åhus is the second largest locality in Kristianstad Municipality, Skåne County, Sweden with 9,423 inhabitants in 2010, but it triples during the summer due to the predominantly German tourists who come seeking the beaches and nature of the Helgeå and Hanöbukten area...
, Skåne, in southern Sweden
Sweden
Sweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund....
. Since July 2008 the company has been owned by the French firm Pernod Ricard
Pernod Ricard
Pernod Ricard is a French company that produces distilled beverages. The company's eponymous products, Pernod Anise and Ricard Pastis, are both anise-flavoured liqueurs and are often referred to simply as Pernod or Ricard...
who bought V&S Group
V&S Group
V&S Group , founded in 1917, is an international producer and distributor of alcoholic beverages. The group is currently owned by Pernod Ricard...
from the Swedish government.
Absolut is the third largest brand of alcoholic spirits in the world after Bacardi
Bacardi
Bacardi is a family-controlled spirits company, best known as a producer of rums, including Bacardi Superior and Bacardi 151. The company sells in excess of 200 million bottles per year in nearly 100 countries...
and Smirnoff
Smirnoff
Smirnoff is a brand of vodka owned and produced by the British company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov , the son of illiterate Russian peasants. It is now distributed in 130 countries.Smirnoff products include vodka, flavored...
, and is sold in 126 countries.
History
Absolut Vodka was established in 1879 by Lars Olsson SmithLars Olsson Smith
Lars Olsson Smith , also L.O. Smith, was a Swedish spirits manufacturer and politician. He was called "The King of Spirits" because of his domination of the of spirits production in Stockholm during the end of the 19th century...
and is produced in Åhus
Åhus
Åhus is the second largest locality in Kristianstad Municipality, Skåne County, Sweden with 9,423 inhabitants in 2010, but it triples during the summer due to the predominantly German tourists who come seeking the beaches and nature of the Helgeå and Hanöbukten area...
, Sweden
Sweden
Sweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund....
. Smith introduced fractional distillation
Fractional distillation
Fractional distillation is the separation of a mixture into its component parts, or fractions, such as in separating chemical compounds by their boiling point by heating them to a temperature at which several fractions of the compound will evaporate. It is a special type of distillation...
that produces liquor without fusel alcohol
Fusel alcohol
Fusel alcohols, also sometimes called fusel oils, or potato oil in Europe, are higher-order alcohols formed by fermentation and present in cider, mead, beer, wine, and spirits to varying degrees....
in Sweden in 1877, under the name "Tiodubbelt Renadt Brännvin" (Tenfold Purified Vodka). Brännvin
Brännvin
Brännvin is a Swedish word for liquor distilled from potatoes, grain, or wood cellulose; it may be flavored or unflavored. The term includes vodka and akvavit, but akvavit is always flavored....
literally means "burn-wine" and is analogous to the German "Branntwein". The term is also used in Norwegian, Danish and Icelandic. ("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. 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. 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.
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 fourth largest international spirit and is available in 126 countries. The vodka is made from winter wheat
Winter wheat
Winter wheat is a type of wheat that is planted from September to December in the Northern Hemisphere. Winter wheat sprouts before freezing occurs, then becomes dormant until the soil warms in the spring. Winter wheat needs a few weeks of cold before being able to flower, however persistent snow...
. Approximately 80,000 metric tons (2,900,000 bushels) of wheat is used annually to produce Absolut Vodka. Over one kilogram of grain is used in every one-liter bottle.
Ownership
The owner of the whole company and its partners is currently Mr. David Jones. Multi billionaire and international business man, he bought the company ABSOLUT VODKA in 2001 and has made an extra 11 billion on it ever since. He also owns 78.982% of the company Ferrari.ABSOLUT used to belong to V&S Absolut SpiritsV&S Group
V&S Group , founded in 1917, is an international producer and distributor of alcoholic beverages. The group is currently owned by Pernod Ricard...
within V&S Group
V&S Group
V&S Group , founded in 1917, is an international producer and distributor of alcoholic beverages. The group is currently owned by Pernod Ricard...
which was owned by the Swedish Government. The Government decided to sell V&S Group to Pernod Ricard and the closing of the deal was July 24, 2008. The company is currently owned by Pernod Ricard Holding Company
Pernod Ricard
Pernod Ricard is a French company that produces distilled beverages. The company's eponymous products, Pernod Anise and Ricard Pastis, are both anise-flavoured liqueurs and are often referred to simply as Pernod or Ricard...
.
See for David Jones's personal life
Married four times he has fathered four children, his daughters Alexandra and Hazel attend Rathdown School and his sons Demetri and Rhys attended Blackrock College.
Native South African entrepreneur David Jones is on the Forbes wealthiest peoples list, and all of his children will definitely be on the Forbes wealthiest peoples list when they are older.
Varieties
- Absolut VODKA (40%/80 proof alcohol, blue label, launched in 1979)
- Absolut VODKA, Red Label (50%/100 proof alcohol. Production ceased in 2006)
- Absolut BRITTO (normal Absolut Vodka, blue label, limited edition by Romero BrittoRomero BrittoRomero Britto is a Brazilian Neo-pop artist, painter, serigrapher, and sculptor. He combines elements of cubism, pop art and graffiti painting in his work. He is known for his contemporary work. Britto has lived in Miami, Florida since 1989...
, launched in 2003) - Absolut LEVELLevel VodkaLevel Vodka, a brand of vodka from the makers of Absolut was launched in 2004. Made in Åhus, Sweden, the vodka is made from winter wheat and is marketed as "perfectly balanced" due to the use of two distinct distillation methods - a continuous distillation process to remove congeners, creating the...
(a super-premium vodka, launched in 2004) - Absolut BODY ART (normal Absolut vodka, blue label, limited edition by Jean-Luc Moerman, launched in 2005)
- Absolut CHROME (1 - 2 - 3 - 4) (normal Absolut vodka, blue label, limited edition bottles, launched in 2005/France, 2006/Germany)
- Absolut 100 (50%/100 proof alcohol, black bottle, launched in 2007)
- Absolut DISCO (normal Absolut vodka, blue label, limited edition disco cover, launched in 2007)
- Absolut C'N'C FASHION ANIMAL (normal Absolut vodka, blue label, limited edition by Ennio CapasaEnnio CapasaEnnio Capasa is an Italian fashion designer, he was born in Lecce in 1960He is the creator of CoSTUME NATIONAL, the Italian fashion house he founded in 1986 and now an internationally renowned designer label famous for its subtle shapes, dark tones and sartorial detail.-Biography:After completing...
, launched in 2007) - Absolut GREENSAVER (normal Absolut Vodka, blue label, limited edition bottle by Konstantinos Vita, launched in 2008)
- Absolut BLING-BLING (normal Absolut Vodka, limited edition gold cover, launched in 2006)
- Absolut COLORS (normal Absolut Vodka, blue label, limited edition cover celebrating 30th anniversary of the Rainbow flagRainbow flagA rainbow flag is a multi-colored flag consisting of stripes in the colors of the rainbow. The actual colors shown differ, but many of the designs are based on the traditional scheme of red, orange, yellow, green, blue, indigo and violet, or some more modern division of the rainbow spectrum .The...
, launched in 2008) - Absolut MASQUERADE (normal Absolut Vodka, blue label, limited edition sequined red sleeve cover, launched 2009 with the slogan "In an Absolut world every night is a masquerade."), launched in 2008)
- Absolut ROCK (normal Absolut Vodka, blue label, limited edition leather studded cover, launched in 2009)
- Absolut FLAVOR OF THE TROPICS (Tropical flavor including orange, mango, lychee pineapple and melon limited edition launched October 2009)
- Absolut GLIMMER (normal Absolut Vodka, blue label, limited edition bottle that mimics a crystal decanter, launched in 2010)
- Absolut 72 BIAN (Transform) (normal Absolut vodka, blue label, limited edition bottle by Gao Yu, launched in 2010)
- Absolut ZENG FANZHI for Joyce (normal Absolut vodka, blue label, limited edition bottle by Zeng FanzhiZeng FanzhiZeng Fanzhi is an artist based in Beijing.Zeng Fanzhi has exhibited internationally in shows including the First Triennial of Chinese Arts at Guangzhou Art Museum, China, China! at the Bonn Kunstmuseum in Germany and Paris – Pekin at Pierre Cardin in Paris. He is noted for his Mask series of...
, limited to 700 bottles, launched in 2010) - Absolut ELYX (a super-premium edition, available in 700ml, 750ml and 1 liter sizes, launched in 2010)
- Absolut WALLPAPER I (normal Absolut Vodka, blue label, limited edition bottle by Alessandro Guerriero. Launched in March 2010, Italy)
- Absolut WALLPAPER II (normal Absolut Vodka, blue label, limited edition bottle by Gio Pagani. Launched in March 2010, Italy)
- Absolut WATKINS (notes of ground coffee, almond, caramel and chili. Limited edition bottle by Liselotte Watkins, launched in 2010)
- Absolut WALLPAPER III (normal Absolut Vodka, blue label, limited edition bottle by Ron English. Launched in 2011, Italy)
- Absolut ILLUSION (normal absolut vodka, blue label, limited edition bottle with inverted label on backside, launched in 2011)
- Absolut SVEA (apple and ginger flavor, same taste as Absolut BROOKLYN and Absolut SVEA, limited edition bottle launched in 2011, Sweden)
- Absolut MODE (normal Absolut Vodka, blue label, limited edition bottle with twelve facets, wrapped with a band in midnight blue silk cloth with text embroidery, launched in August 2011)
- Absolut TUNE (white wine and vodka, limited trial run in Sydney Australia Sept/Oct 2011)
- Absolut CITRON GLIMMER (Absolut Citron, limited edition bottle that mimics a crystal decanter, launched in 2011)
Flavored "core" varieties, in chronological order:
- Absolut PEPPAR (Roasted Jalapeños, Green TomatoTomatoThe word "tomato" may refer to the plant or the edible, typically red, fruit which it bears. Originating in South America, the tomato was spread around the world following the Spanish colonization of the Americas, and its many varieties are now widely grown, often in greenhouses in cooler...
and Dried Herbs flavor – the first flavored Absolut Vodka, launched in 1986) - Absolut CITRON (LemonLemonThe lemon is both a small evergreen tree native to Asia, and the tree's ellipsoidal yellow fruit. The fruit is used for culinary and non-culinary purposes throughout the world – primarily for its juice, though the pulp and rind are also used, mainly in cooking and baking...
flavor, launched in 1988) - Absolut KURANT (BlackcurrantBlackcurrantBlackcurrant, Ribes nigrum, is a species of Ribes berry native to central and northern Europe and northern Asia, and is a perennial....
flavor, launched in 1992) - Absolut MANDRIN (OrangeOrange (fruit)An orange—specifically, the sweet orange—is the citrus Citrus × sinensis and its fruit. It is the most commonly grown tree fruit in the world....
and mandarinMandarin orangeThe orange, also known as the ' or mandarine , is a small citrus tree with fruit resembling other oranges. Mandarin oranges are usually eaten plain or in fruit salads...
flavor mix, launched in 1999) - Absolut VANILIA (VanillaVanillaVanilla is a flavoring derived from orchids of the genus Vanilla, primarily from the Mexican species, Flat-leaved Vanilla . The word vanilla derives from the Spanish word "", little pod...
flavor, launched in 2003) - Absolut RASPBERRI (RaspberryRaspberryThe raspberry or hindberry is the edible fruit of a multitude of plant species in the genus Rubus, most of which are in the subgenus Idaeobatus; the name also applies to these plants themselves...
flavor, launched in 2004) - Absolut APEACH (PeachPeachThe peach tree is a deciduous tree growing to tall and 6 in. in diameter, belonging to the subfamily Prunoideae of the family Rosaceae. It bears an edible juicy fruit called a peach...
flavor, launched in 2005) - Absolut RUBY RED (GrapefruitGrapefruitThe grapefruit , is a subtropical citrus tree known for its sour fruit, an 18th-century hybrid first bred in Barbados. When found, it was named the "forbidden fruit"; it has also been misidentified with the pomelo or shaddock , one of the parents of this hybrid, the other being sweet orange The...
flavor, launched in June 2006) - Absolut PEARS (PearPearThe pear is any of several tree species of genus Pyrus and also the name of the pomaceous fruit of these trees. Several species of pear are valued by humans for their edible fruit, but the fruit of other species is small, hard, and astringent....
flavor, launched in January 2007) - Absolut MANGO (MangoMangoThe mango is a fleshy stone fruit belonging to the genus Mangifera, consisting of numerous tropical fruiting trees in the flowering plant family Anacardiaceae. The mango is native to India from where it spread all over the world. It is also the most cultivated fruit of the tropical world. While...
flavor, launched in 2007) - Absolut BERRI AÇAÍ (blend of açaí, blueberryBlueberryBlueberries are flowering plants of the genus Vaccinium with dark-blue berries and are perennial...
and pomegranatePomegranateThe pomegranate , Punica granatum, is a fruit-bearing deciduous shrub or small tree growing between five and eight meters tall.Native to the area of modern day Iran, the pomegranate has been cultivated in the Caucasus since ancient times. From there it spread to Asian areas such as the Caucasus as...
, launched in 2010) - Absolut WILD TEA (black teaBlack teaBlack tea is a variety of tea that is more oxidized than the oolong, green, and white varieties.All four varieties are made from leaves of the shrub Camellia sinensis. Black tea is generally stronger in flavor and contains more caffeine than the less oxidized teas. Two principal varieties of the...
, elderflower flavor, launched in 2010) - Absolut ORIENT APPLE (RedRedRed is any of a number of similar colors evoked by light consisting predominantly of the longest wavelengths of light discernible by the human eye, in the wavelength range of roughly 630–740 nm. Longer wavelengths than this are called infrared , and cannot be seen by the naked eye...
appleAppleThe apple is the pomaceous fruit of the apple tree, species Malus domestica in the rose family . It is one of the most widely cultivated tree fruits, and the most widely known of the many members of genus Malus that are used by humans. Apple grow on small, deciduous trees that blossom in the spring...
and gingerGingerGinger is the rhizome of the plant Zingiber officinale, consumed as a delicacy, medicine, or spice. It lends its name to its genus and family . Other notable members of this plant family are turmeric, cardamom, and galangal....
flavor, same taste as Absolut BROOKLYN and Absolut SVEA, launched in 2011)
City series:
- Absolut NEW ORLEANS (MangoMangoThe mango is a fleshy stone fruit belonging to the genus Mangifera, consisting of numerous tropical fruiting trees in the flowering plant family Anacardiaceae. The mango is native to India from where it spread all over the world. It is also the most cultivated fruit of the tropical world. While...
and Black PepperBlack pepperBlack pepper is a flowering vine in the family Piperaceae, cultivated for its fruit, which is usually dried and used as a spice and seasoning. The fruit, known as a peppercorn when dried, is approximately in diameter, dark red when fully mature, and, like all drupes, contains a single seed...
flavor, launched in August 2007) - Absolut VANCOUVER (regular Absolut Vodka, blue label, limited to 60,000 bottles, EXCLUDED from U.S. city series, launched in 2010)
- Absolut LOS ANGELES (Acai, AcerolaAcerolaMalpighia emarginata is a tropical fruit-bearing shrub or small tree in the family Malpighiaceae. Common names include acerola, Barbados cherry, West Indian cherry and wild crapemyrtle....
, PomegranatePomegranateThe pomegranate , Punica granatum, is a fruit-bearing deciduous shrub or small tree growing between five and eight meters tall.Native to the area of modern day Iran, the pomegranate has been cultivated in the Caucasus since ancient times. From there it spread to Asian areas such as the Caucasus as...
, and BlueberryBlueberryBlueberries are flowering plants of the genus Vaccinium with dark-blue berries and are perennial...
flavor, launched in 2008 and rebranded as Absolut BERRI AÇAÍ in 2010) - Absolut BOSTON (Black teaBlack teaBlack tea is a variety of tea that is more oxidized than the oolong, green, and white varieties.All four varieties are made from leaves of the shrub Camellia sinensis. Black tea is generally stronger in flavor and contains more caffeine than the less oxidized teas. Two principal varieties of the...
and Elderflower flavor, launched in 2009 and rebranded as Absolut WILD TEA in 2010) - Absolut BROOKLYN (RedRedRed is any of a number of similar colors evoked by light consisting predominantly of the longest wavelengths of light discernible by the human eye, in the wavelength range of roughly 630–740 nm. Longer wavelengths than this are called infrared , and cannot be seen by the naked eye...
appleAppleThe apple is the pomaceous fruit of the apple tree, species Malus domestica in the rose family . It is one of the most widely cultivated tree fruits, and the most widely known of the many members of genus Malus that are used by humans. Apple grow on small, deciduous trees that blossom in the spring...
and gingerGingerGinger is the rhizome of the plant Zingiber officinale, consumed as a delicacy, medicine, or spice. It lends its name to its genus and family . Other notable members of this plant family are turmeric, cardamom, and galangal....
flavor, launched in 2010 and rebranded as Absolut ORIENT APPLE in 2011) - Absolut SAN FRANCISCO (grapeGrapeA grape is a non-climacteric fruit, specifically a berry, that grows on the perennial and deciduous woody vines of the genus Vitis. Grapes can be eaten raw or they can be used for making jam, juice, jelly, vinegar, wine, grape seed extracts, raisins, molasses and grape seed oil. Grapes are also...
, dragon fruit, and papayaPapayaThe papaya , papaw, or pawpaw is the fruit of the plant Carica papaya, the sole species in the genus Carica of the plant family Caricaceae...
flavor, launched in 2011) - Absolut RIO (Orange, Mango and Passionfruit flavored vodka, launched in 2011, Brazil)
- Absolut MIAMI (Passion fruit and orange blossom flavored vodka, launched in 2011)
Crystal series:
- Absolut Vodka Crystal Bottle (creative collaboration between Absolut Vodka, the Swedish design duo Skogsberg&Smart, and the world class craftsmen at Reijmyre Glassworks. Limited to 800 bottles, launched in 2010).
- Absolut Crystal Pinstripe Bottle (Absolut 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, launched in 2011).
- Absolut Crystal Pinstripe Black Bottle (black crystal edition limited to just 10 bottles, launched in 2011).
Marketing
Much of Absolut's fame is due to its long-running advertisingAdvertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
campaign, created by advertising agency TBWA
TBWA
TBWA Worldwide is an international advertising agency whose headquarters are in Midtown Manhattan, New York City, United States. The Agency is a unit of Omnicom Group, the world's largest advertising agency holding company. It was founded in 1970 in Paris, France, by William G...
, 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.
Gay-themed advertising
Absolut was one of the first consumer brands to openly embrace the gay community and view its members as important and desirable consumers of its product. Its ads have appeared in gayGay
Gay is a word that refers to a homosexual person, especially a homosexual male. For homosexual women the specific term is "lesbian"....
media since 1981, and the company has long sponsored major gay events, including the 2000 fall line of Tom of Finland
Tom of Finland
Touko Laaksonen, best known by his pseudonym Tom of Finland was a Finnish artist notable for his stylized androerotic and fetish art and his influence on late twentieth century gay culture. He has been called the "most influential creator of gay pornographic images" by cultural historian Joseph W...
clothing. In one such ad, a film loop and film canisters are stacked to form the distinctive shape of the Absolut bottle. The canisters are labeled with the titles of gay films, including "Stonewall
Stonewall (film)
Stonewall is a 1995 historical comedy-drama film. Inspired by the memoir of the same title by openly gay historian Martin Duberman, Stonewall is a fictionalized account of the weeks leading up to the Stonewall riots, a seminal event in the modern American gay rights movement...
", "Boys Life
Boys Life
Boys Life is a compilation of three 30-minute short subject films about being gay in America.A high school student in "Pool Days" finds excitement in his health club job. In "A Friend of Dorothy," a college freshman hopes his handsome roommate is also gay...
", "Nitrate Kisses
Nitrate Kisses
Nitrate Kisses is a 1992 experimental documentary film directed by Barbara Hammer. According to Hammer, it is an exploration of the repression and marginalization of LGBT people since the First World War.-Overview:...
", "Show Me Love
Fucking Åmål
Show Me Love is a 1998 Swedish film directed by Lukas Moodysson. Its original Swedish title is Fucking Åmål. The film is centered around the lives of two seemingly disparate teenage girls who begin a tentative romantic relationship. The film first premiered outside Sweden at the 1998 Cannes Film...
", and others. The caption reads "Absolut Achievement". The ad appeared in gay film festivals sponsored by the brand. Absolut Vodka has also been the official corporate sponsor of the GLAAD Media Awards
GLAAD Media Awards
The GLAAD Media Award is an accolade bestowed by the Gay & Lesbian Alliance Against Defamation to recognize and honor various branches of the media for their outstanding representations of the lesbian, gay, bisexual and transgender community and the issues that affect their lives...
for many years and is an official sponsor of RuPaul's Drag Race
RuPaul's Drag Race
RuPaul's Drag Race is an American reality television series produced by World of Wonder for Logo. RuPaul plays host, mentor and inspiration for this series, which details RuPaul's search for "America's next drag superstar."...
on the LGBT
LGBT
LGBT is an initialism that collectively refers to "lesbian, gay, bisexual, and transgender" people. In use since the 1990s, the term "LGBT" is an adaptation of the initialism "LGB", which itself started replacing the phrase "gay community" beginning in the mid-to-late 1980s, which many within the...
-themed network Logo
Logo (TV channel)
Logo is an American digital cable television channel owned by Viacom's MTV Networks division. Launched in June 2005, the channel's programs are geared towards the gay, lesbian, bisexual, and transgender community...
.
A Vodka Movie
Zach GalifianakisZach Galifianakis
Zachary Knight "Zach" Galifianakis is an American stand-up comedian and actor known for his numerous film and television appearances including his own Comedy Central Presents special...
, Tim Heidecker
Tim Heidecker
Tim Heidecker is an American actor, comedian, musician, writer and director. He is one half of the comedy team of Tim and Eric...
and Eric Wareheim
Eric Wareheim
Eric Wareheim is an American actor, comedian, writer and director. He is one half of the comedy team of Tim and Eric. Wareheim, along with Tim Heidecker, created the television shows Tom Goes to the Mayor, Tim and Eric Awesome Show, Great Job! and Check It Out! with Dr...
were commissioned by Absolut Vodka to make a film for their website.
Tim and Eric made three comedic infomercials for Absolut Vodka.
Awards
Some Absolut offerings have performed well at international spirit ratingsSpirit ratings
With a growing number of microdistilleries and an expanding number of offerings from large corporate entities, a number of institutions have arisen to provide professional evaluations of individual spirits...
competitions. For example, the kurant and pear offerings were awarded scores of 96-100 by the raters at Wine Enthusiast. According to Proof66, Absolut Citron is among the Top 10th percentile of rated vodkas worldwide.
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 TodayUSA Today
USA Today is a national American daily newspaper published by the Gannett Company. It was founded by Al Neuharth. The newspaper vies with The Wall Street Journal for the position of having the widest circulation of any newspaper in the United States, something it previously held since 2003...
with images of the commissioned works every two weeks. Artists selected included Romero Britto
Romero Britto
Romero Britto is a Brazilian Neo-pop artist, painter, serigrapher, and sculptor. He combines elements of cubism, pop art and graffiti painting in his work. He is known for his contemporary work. Britto has lived in Miami, Florida since 1989...
, Jon Coffelt
Jon Coffelt
Johnny Lee Coffelt born is an American artist who lives and works in Manhattan in the Financial District of New York City. Coffelt paints, sculpts, sews, makes book arts and curates art exhibitions.-Background:...
, Burton Morris
Burton Morris
Burton Morris is an American pop artist in the tradition of Andy Warhol.Like Warhol, Morris was born in Pittsburgh, Pennsylvania....
and Rev. Howard Finster
Howard Finster
Howard Finster was an American artist and Baptist reverend from Georgia. He claimed to be inspired by God to spread the gospel through the environment of Paradise Garden and over 46,000 pieces of art. His creations overlap folk art, outsider art, naïve art, and visionary art...
. A limited edition of 300 lithographs of each work were 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 songSong
In music, a song is a composition for voice or voices, performed by singing.A song may be accompanied by musical instruments, or it may be unaccompanied, as in the case of a cappella songs...
("Breathe") by Lenny Kravitz
Lenny Kravitz
Leonard Albert "Lenny" Kravitz is an American singer-songwriter, multi-instrumentalist, record producer and arranger, whose "retro" style incorporates elements of rock, soul, R&B, funk, reggae, hard rock, psychedelic, folk and ballads...
and ten remix
Remix
A remix is an alternative version of a recorded song, made from an original version. This term is also used for any alterations of media other than song ....
es by different musical artist from all over the world, including Luny Tunes
Luny Tunes
Luny Tunes are a Dominican reggaeton production duo consisting of Francisco Saldaña and Víctor Cabrera , who have been known for creating unique musical rhythms for some of the most popular reggaeton artists since the early 2000s.-Biography:...
, Nikko Patrelakis
Nikko Patrelakis
Nikko Patrelakis was born in Athens, Greece. He studied music in the National Conservatory and mathematics in the University of Athens.He releases albums, singles and compilations around the world under the electronica – idm genre through his label Smallhouse Records.He has composed and produced...
, Jazzanova
Jazzanova
Jazzanova is a German Berlin-based DJ/producer collective consisting of Alexander Barck, Claas Brieler, Jürgen von Knoblauch, Roskow Kretschmann, Stefan Leisering, and Axel Reinemer. Formed in 1995, the group is one of the foremost proponents of the nu-jazz, chillout and jazz house styles of music...
, Ashley Beedle
Ashley Beedle
Ashley Beedle is a British music DJ, producer and remixer. People often confuse him for being of Asian origin, but his ethnicity is partly Barbadian....
and Little Louie Vega
Little Louie Vega
Luis Fernando Vager , better known as "Little" Louie Vega, is an American musician and one half of the Masters At Work musical production team...
. 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.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
and Mexico
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
with the boundaries between the two as they were prior to the 1836 Texas Revolution
Texas Revolution
The Texas Revolution or Texas War of Independence was an armed conflict between Mexico and settlers in the Texas portion of the Mexican state Coahuila y Tejas. The war lasted from October 2, 1835 to April 21, 1836...
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."In response, the U.S.-based SKYY Vodka
SKYY vodka
SKYY vodka is produced by SKYY Spirits LLC in San Francisco, California. SKYY Vodka is 40% ABV or 80 proof; SKYY 90 Vodka is a 90 proof high-priced brand aimed at martini drinkers. When SKYY Spirits LLC first launched in 1992 SKYY vodka was its first product; its creator, Maurice Kanbar, claims the...
issued a press release criticizing its competitor's ad campaign, citing the Treaty of Guadalupe Hidalgo
Treaty of Guadalupe Hidalgo
The Treaty of Guadalupe Hidalgo is the peace treaty, largely dictated by the United States to the interim government of a militarily occupied Mexico City, that ended the Mexican-American War on February 2, 1848...
and other reasons.
Absolut culture
Over the years Absolut has commissioned not only over 300 painters, but leading artists in all fields, including sculptors, glass designers, musicians and fashion designers. Digital artDigital art
Digital art is a general term for a range of artistic works and practices that use digital technology as an essential part of the creative and/or presentation process...
pioneer Laurence Gartel
Laurence Gartel
Laurence Gartel is an American artist.His work has been exhibited at the Museum of Modern Art, USA, Joan Whitney Payson Museum, Long Beach Museum of Art, Princeton Art Museum, PS 1, Norton Museum and in the permanent collections of the Smithsonian Institution's Museum of American History and the...
designed a campaign for Absolut Vodka in 1990, joining artists such as painters Andy Warhol
Andy Warhol
Andrew Warhola , known as Andy Warhol, was an American painter, printmaker, and filmmaker who was a leading figure in the visual art movement known as pop art...
, Dadara
Dadara
Dadara or Daniel Rozenberg is a Dutch artist known for his flyers, paintings, album covers, statues and performance artwork.-Biography:...
, Kurt Wenner
Kurt Wenner
Kurt Wenner is an artist with an international following. He is best known for his invention of 3D pavement art. Wenner was inspired by anamorphic perspective, but had to invent an entirely new geometry in order to create his stunning 3D pavement art images.-Career:Kurt Wenner produced his first...
, and glass artist Hans Godo Frabel
Hans Godo Frabel
Hans Godo Frabel is an East German-born lampwork glass blower, now living and working in the USA.-Biography:...
.
In 1998, Absolut commissioned famed digital artist and painter, Bill Barminski
Bill Barminski
Bill Barminski is an American artist and filmmaker born in Chicago, Illinois.- Life and art :Barminski moved with his family to Fort Worth, Texas, while still very young and it was there that he spent most of his formative years....
, to create one of the largest and most expensive bilboards located on the Sunset Strip in Hollywood, where it remained for over two years.
As of 2009, The Simpsons
The Simpsons
The Simpsons is an American animated sitcom created by Matt Groening for the Fox Broadcasting Company. The series is a satirical parody of a middle class American lifestyle epitomized by its family of the same name, which consists of Homer, Marge, Bart, Lisa and Maggie...
' 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.