Absolut VodkaAbsolut Vodka
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Absolut Vodka is a brand of vodka, produced near Åhus, Skåne, in southern Sweden. Since March 2008, the company has been owned by the French firm Pernod Ricard, having been sold by V&S Group, which is owned by 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.
HistoryAbsolut Vodka was established in 1879 by Lars Olsson Smith and is produced in Åhus, Sweden.[1] 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.[2] 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.[1] OwnershipABSOLUT used to belong to V&S Absolut Spirits 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.[3] Varieties
Several different types of Absolut Vodka. Absolut Vodka is available in many varieties. These varieties are unflavored beyond the standard process:
Romero Britto, launched in 2003)
Jean-Luc Moerman, launched in 2005)
launched in 2006)
Rainbow flag, launched in 2008)
launched 2009 with the slogan "In an Absolut world every night is a masquerade.") [4], launched in 2008)
launched in 2009)
decanter, launched in 2010)
by artist Gao Yu, launched in 2010)
by artist Zeng Fanzhi, launched in 2010)
Flavored varieties, in chronological order:
Absolut Vodka, launched in 1986)
and melon launched October 2009)[6]
chili, launched in 2010)[9] MarketingMuch 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, Denise Dell Harbin, Dave Warren, Tom McManus, Everet Cilliars, Steve Feldman, Harry Woods, Arnie Arlow, and Peter Lubalin.[10] Gay-themed advertisingAbsolut 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 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[11] and is an official sponsor of RuPaul's Drag Race on the LGBT-themed network Logo.[12] A Vodka MovieZach Galifianakis, Tim Heidecker and Eric Wareheim were commissioned by Absolut Vodka to make a film for their website.[13] Tim and Eric made three comedic infomercials for Absolut Vodka. Special editionsAbsolut Vodka created a special edition bottle of 40% vodka in 2003 designed by Romero Britto.[14] The company has also launched two special editions available only at duty-free shops worldwide: Absolut Flavor of the Tropics[15], introduced in January 2010, and Absolut Watkins[16], available from January 2011 and with a bottle designed by Swedish artist Liselotte Watkins. AwardsSome 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.[17] Advertising campaignsAbsolut Statehood
An Absolut Statehood ad associating New Jersey with vintage diners. 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 in March 1993.
An Absolut Vodka advertisement from Greece showing Thessaloniki's Aristotelous Square Absolut TracksSince 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 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 An Absolut WorldIn 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 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.[19] Absolut culture
The Absolut Vodka Bottle created by Romero Britto. 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 art pioneer Laurence Gartel designed a campaign for Absolut Vodka in 1990, joining artists such as painter Andy Warhol and glass artist Hans Godo Frabel.[20] 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.[21] 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.
Absolut Brooklyn Celebrates Stoop Life E-mail Wednesday, 26 May 2010 08:46 Absolut Vodka, in collaboration with famed filmmaker and Brooklyn son Spike Lee, unveiled Absolut Brooklyn, the latest limited-edition, city-inspired flavor to be added to the Absolut vodka flavor portfolio. Capturing the vibrancy, diversity and rich heritage of New York Citys most celebrated borough, Absolut Brooklyn features an invigorating blend of red apple and ginger replete in a specially- designed bottle reminiscent of the ubiquitous "Brooklyn Stoop Life." Designed in collaboration with Spike Lee, the bottle is a colorful depiction of the stoop where the Brooklyn-bred auteur grew up - #165. Harkening back to the decades-long notion that the stoop is truly the epicenter of creativity, culture and community, the bottle serves as an homage to that Brooklyn ideal of stoop life - where memories are made and ideas are sparked through conversation and camaraderie. Other subtle nods include Brooklyn nicknames on the steps of the stoop and a line from a love letter to Brooklyn, written by spoken word poet and Brooklynite Lemon Andersen. In addition, the Lars Olsson Smith seal, never before altered on the iconic Absolut bottle, has been "Spiked" - Lars wears a baseball cap and glasses evocative of Spike Lee. "It was a great honor to be approached by Absolut to collaborate on this project. Brooklyn deserves to be honored in the best possible light, and I hope Brooklynites from Carroll Gardens and Cobble Hill to Bensonhurst, Boerum Hill and Sheepshead Bay feels like I represented Bucktown to the fullest," said Spike Lee. "It's all about the 718 this summer, so let the Absolut Brooklyn stoop parties begin." "Spike Lee is the epitome of what it means to be from Brooklyn. He has built a masterful career examining the inner workings of this corner of the world, and we knew his vision would lend credence and authenticity to what we hope to accomplish with this flavor introduction," said Ian Crystal, Brand Director for Absolut Vodka. "This is the first time Absolut has collaborated with a visionary on a city flavor and we gave him carte blanche in coming to us with ideas that were truly representative of Brooklyn." The celebration of "Stoop Life" kicked off at the Fifth Annual Brooklyn Blogfest and continues with a press conference in Bedford-Stuyvesant with Habitat for Humanity New York City; a summer-long collaboration with retailer Brooklyn Industries and the official launch party at PowerHouse Arena in DUMBO in June. As part of Absolut Vodka's commitment to supporting the Brooklyn community, the brand is donating $50,000 of the profits from the sale of Absolut Brooklyn to Habitat for Humanity - New York City, an organization dedicated to transforming lives and the city by building quality, affordable homes for families in need. The funds will be dedicated to Habitat's newest affordable homes project in Bedford-Stuyvesant, scheduled to be completed in 2011. On June 9 at 4 PM EST, Spike Lee will join Absolut's Ian Crystal, Josh Lockwood, Executive Director of Habitat-NYC, Harvey Chaplin, Chairman & CEO of Southern Wine and Spirits and Brooklyn Borough President Marty Markowitz to officially launch Absolut Brooklyn and kick off volunteer work on these homes. "We are grateful for the generosity of time and labor that Absolut is giving to Habitat for Humanity - New York City and the low-income, hardworking families we serve," Josh Lockwood said. "Bedford-Stuyvesant is a special community for us Habitat-NYC has built many affordable homes in this historic neighborhood and we are thrilled to see such an innovative, well-respected brand giving back. I look forward to celebrating the summer of Stoop Life in Brooklyn." "I must say, it puts me in very good 'spirits' whenever I hear that one of Brooklyn's own, like superstar Spike Lee, shows us all what it means to 'do the right things' - in this case, promote our home borough and create a partnership that funds Habitat for Humanity as well," said Brooklyn Borough President Marty Markowitz. "It's an Absolut win-win - a philanthropic cocktail with the perfect Brooklyn mixology." Absolut, Spike Lee and visual strategist Fuse Green have partnered with artist-owned Brooklyn retailer Brooklyn Industries to create a limited-edition t-shirt that celebrates Brooklyn Stoop Life. A percentage of the profits of t-shirt sales, sold online and at Brooklyn Industries retail locations city-wide, will also benefit Habitat-NYC. The much-admired local retailer, lauded for being a cutting edge, artist-driven entity that gives back to the community, also will host Absolut Brooklyn happy hours for its customers throughout the summer. In the late 1980s, Absolut Vodka launched its "Cities" advertising campaign with a wink and a nod to the intrinsic flare and historical heartbeat of what makes each city special. In 2007, the brand brought the "Cities" campaign to life with the launch of Absolut New Orleans, a flavor reminiscent of the Big Easy. Every year since then, Absolut has introduced a limited-edition flavor - Absolut Los Angeles in 2008, Absolut Boston in 2009 and now Absolut Brooklyn is honored as the fourth flavor in the city-inspired portfolio.
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