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Absolut Vodka

Type	Vodka
Manufacturer	V&S Group
Country of origin	Åhus, Skåne Sweden
Introduced	1879
Proof (US)	80
Related products	List of vodkas
Website	www.absolut.com

Absolut Vodka is a Swedish brand of vodka, produced near Åhus, Scania, in southern Sweden. In March 2008 the Swedish government, owner of Absolut through its V&S Group, sold Absolut to the French firm Pernod Ricard.

Building on a four century tradition of producing vodka at Åhus, Absolut was introduced in 1879 by the entrepreneur Lars Olsson Smith. Absolut is the third largest brand of alcoholic spirits in the world after Bacardi and Smirnoff, marketed in 126 countries. The largest export market is the United States where close to 73 million litres were sold in 2003. More than 40% of the imported vodka in the United States is Absolut.

Origin of name

Absolut Vodka was introduced by the entrepreneur Lars Olsson Smith. Smith introduced fractional distillation that produces liquor without fusel alcohol in Sweden in 1877, under the name "Tiodubbelt Renadt Bränvin" (Tenfold Purified Vodka). Brännvin literally means "burnt 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 Bränvin" (Absolutely Pure Vodka) by Smith to market his much improved product. Smith challenged the city of Stockholm's liquor marketing monopoly with his superior 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 Bränvin" 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 an euphemism for spirits in Sweden.

Varieties

Absolut Vodka is available in many varieties.

• Absolut VODKA (80 proof, blue label)
• Absolut VODKA (100 proof, red label)
• Absolut PEPPAR (Roasted Jalapenos, Green Tomato and Dried Herbs flavor - The first flavored Absolut Vodka, launched in 1986)
• Absolut CITRON (Lemon flavor launched in 1988)
• Absolut DISCO (normal absolut vodka, blue label, in a special edition disco cover)
• Absolut KURANT (Blackcurrant flavor launched in 1992)
• Absolut MANDRIN (Orange and mandarin flavor mix launched in 1999)
• Absolut VANILIA (Vanilla flavor launched in 2003)
• Absolut RASPBERRI (Raspberry flavor launched in 2004)
• Absolut APEACH (Peach flavor launched in 2005)
• Absolut RUBY RED (Grapefruit flavor launched in June 2006).
• Absolut PEARS (Pear flavor launched in January 2007).
• Absolut NEW ORLEANS (Mango and Black Pepper flavor launched in August 2007). This is a Special Edition in an annual city themed series. 100% of the profits go toward various Gulf Coast charities.
• Absolut C'N'C Fashion Animal ( launched in )
• Absolut 100 (100 proof, black bottle, flavor launched in 2007))
• Absolut MANGO (Mango flavor is to be launched in February 2008))

• Absolut LEVEL, launched in 2004, is a super-premium vodka created and sold by but marketed separately from Absolut.

Marketing

Much of Absolut's fame is due to its long-running advertising 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, 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 gay 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 lupe 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 .

Special editions

Absolut Vodka created a special edition bottle of 40% vodka in 2003 designed by Romero Britto, it was named absolut magon and contained a miniature tongue motif. It sold at a rate of 10 bottles a second and is Absolut's best selling vodka by far.

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 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, March, 1993.

Absolut Tracks

Since 2005 Absolut offers at their Homepage the Absolut-Tracks. That's one base track ("Breath") by Lenny Kravitz and ten remixes by different musical artist from all over the world, like Luny Tunes, Nikko Patrelakis, Jazzanova, Ashely Beedle or Little Louie Vega.

All the tracks have their own video and are free downloads on http://www.absoluttracks.com.

In An Absolut World

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

In 2008, a controversy arose when an Absolut World ad in Mexico showed an old map of the US and Mexico with the international boundaries before the Mexican-American War and the rebellion and annexation of the Republic of Texas. Absolut initially responded to criticism with what they felt was a clarification, explaining there was no political motivation or side taken. A day later, Absolut tendered a public apology and pledged to withdraw the ad.

Absolut culture

The Absolut Vodka bottle has become something of a modern icon. Inspired by the classic Swedish medicine bottle of the 18th and 19th centuries, the bottle is a blend of traditional Swedish glass-making craft and contemporary design.

Over the years Absolut has commissioned not only over 300 painters, but leading artists in all fields; sculptors, glass designers, musicians and fashion designers, e. g. Digital Art pioneer Laurence Gartel designed a campaign for Absolut Vodka in 1990, joining world famous artists such as painter Andy Warhol and glass artist Hans Godo Frabel. These ads are considered to be the first digital art ads.

In 1998, Absolut commissioned famed digital artist and painter, Bill Barminski, to create one of the largest and most expensive billboards located on the Sunset Strip in Hollywood, where it remained for over two years.

See also

• Alcohol in Sweden

External links

• Absolut Vodka — The official site for Absolut Vodka
• "Absolut Statehood," by Glenn O'Brien, Carillon Importers Ltd., 1993, 51 Painters Visions of Their Home States, Photos and illustration By Antonio Alia Guccione. Oversize 11"x13"; 114 pages First Edition ISBN 0-893-81563-2

References

1. David Usborne Storm in a shot glass as advert redraws map of Americas 8 April 2008

Sources

• reimersholms.com About L. O. Smith (V&S Group marketing site), in Swedish
• marknadsdomstolen.se On the history of names, in Swedish

• Articles lacking sources from March 2008
• Products of Sweden
• Brand name alcohol products
• Vodkas
• 1879 introductions