Absolute (vodka)

The name “Absolut Vodka”, which received a completely new product in 1879 , came partly from the Swedish drink “Absolut Renat Brännvin” (Absolut Renat Brännvin, absolutely pure “brewed” wine - a name that spoke about the method of its preparation by distillation or “boiling” alcohol-containing mass ) and from vodka .

The initial concepts developed by marketers tried to emphasize the Swedish roots of the new brand. According to one of them, they wanted to call vodka “Swedish Blondes Vodka” with the image on the label of the Vikings who are engaged in robbery, and on the other - “Imperial Court Vodka” with the image of a decanter covered with hoarfrost. It was even suggested to wrap the bottle in paper. However, none of the ideas gave a proper idea of ​​the quality and origin of vodka.

The decision came after the shape of the bottle was chosen. Advertising specialist Gunnar Broman was looking at the window of an antique shop in Stockholm and suddenly saw a Swedish pharmacy bottle there . She was elegant, non-standard, simple in outline and very “Swedish” . Several designers were instructed to finalize the shape of the bottle, after which they decided to abandon the label altogether so as not to obscure the crystal clear contents of the bottle.

An interesting fact in the history of marketing of this product is one of those described in the book " Consumption. A disease threatening the world ." ^[2] : in the magazine Adbusters , an anti-advertisement was made that mocked Absolute Vodka, which depicted a slightly melted plastic bottle of vodka , and in the basement of the poster there was an inscription: “Absolute impotence . The drink enhances desire, but makes it difficult his satisfaction ^[3] . "

Today, Absolute is the third largest brand of alcoholic beverages in the world after Bacardi and Smirnoff , which are sold in 126 countries. The largest export market is the United States, where in 2003 about 73 million liters were sold.

In 1979, the Swedish state-owned company V&S Vin & Spirit AB began mass export of high-quality vodka, thus marking the centenary of a national product called Rent Brännvin.

• Absolut Vodka (Blue Label in production since 1979, alcohol content 40%)
• Absolut Vodka (Red Label, 50% alcohol content) - production stopped
• Absolut Peppar (available since 1986 with pepper flavor)
• Absolut Citron (Available since 1988 with Citrus Fruit Flavor )
• Absolut Kurant (available since 1992 with blackcurrant flavor )
• Absolut Mandrin (issued since 1999 with the scent of orange and mandarin )
• Absolut Vanilia (available since 2003 with vanilla flavor)
• Absolut Raspberri (available since 2004 with raspberry flavor)
• Absolut Peach (available since 2005 with peach flavor)
• Absolut Ruby Red (available since 2006 with grapefruit flavor)
• Absolut Pears (available since 2007 with pear flavor)
• Absolut Mango (Available since 2008 with Mango flavor)
• Absolut Level (issued since 2004) - produced in certain countries
• Absolut 100 (issued since 2007, alcohol content 50%)
• Absolut Berri Acai ( Available since 2010 with Acai ( Eutherpe )
• Absolut WILD TEA (black tea, elderflower flavor, in production since 2010)
• Absolut ORIENT APPLE (ginger apple, same taste as Absolut BROOKLYN and Absolut SVEA, in production since 2011)
• Absolut GRAPEVINE white grape, dragon fruit & papaya flavor (available since 2011)
• Absolut Miami (Available from 2012 with a Citrus Fragrance )
• Absolut Cut (produced since 2005, alcohol content 7%, with four different flavors) - produced in Canada since 2005 and in Australia since 2006

Special Varieties

• Absolut Vodka Masquerade , Absolute Masquerade - a classic Absolut Vodka in a gift box.
• Absolut Vodka Disco , Absolut Disco - a classic Absolut Vodka in a gift box.
• Absolut Rock Edition , Absolute Rock is a classic Absolut gift-wrapped classic Vodka released on the occasion of the 40th anniversary of the Woodstock festival.
• Absolut Colors is a limited “rainbow” series based on the flag of the LGBT movement , which celebrates its 30th anniversary in 2008 and “almost thirty years have passed since Absolut launched its first LGBT advertisement.” ^[5]

Records

In 1998, the American duet “Art Guide” Michael Galbreth and Jack Masing were tasked with creating a billboard with the text: “ABSOLUTE Thousand Layers of Paint” for advertising Absolute vodka. At a stand in Houston (Texas, USA), a 4.27 m high bottle is displayed. For 7 months, Bernard Branon covered the shield with 1,000 layers of paint in different colors.

• Official site