Absolut Vodka

From Wikipedia, the free encyclopedia
  (Redirected from Absolut)
Jump to: navigation, search
Absolut Vodka
Absolut Vodka logo.svg
Type Vodka
Manufacturer V&S Group (Pernod Ricard)
Country of origin Åhus, Scania, Sweden
Introduced 1879
Proof 80 - 100
Related products List of vodkas
Website absolut.com

Absolut Vodka is a brand of vodka, produced near Åhus, Scania, in southern Sweden. Absolut is owned by French group Pernod Ricard; they bought Absolut for €5.63 billion 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.

History[edit]

Absolut was established in 1879 by Lars Olsson Smith and is produced in Åhus, Sweden. Smith introduced fractional distillation which 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, Faroese 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[edit]

Core flavors[edit]

Absolut Vodka bottles, skins and merchandise.

"Core" flavors, in chronological order:

Name Launched In Description
Absolut VODKA, blue label 1979 40%/80 proof alcohol
Absolut VODKA, red label 1979 50%/100 proof alcohol - ceased production in 2006
Absolut PEPPAR 1986 roasted jalapeños, green tomato and dried herbs flavored vodka – the first flavored Absolut Vodka
Absolut CITRON 1988 lemon flavored vodka
Absolut KURANT 1992 blackcurrant flavored vodka
Absolut MANDRIN 1999 orange and mandarin flavored vodka
Absolut VANILIA 2003 vanilla flavored vodka
Absolut LEVEL 2004 a super-premium vodka
Absolut RASPBERRI 2004 raspberry flavored vodka
Absolut APEACH 2005 peach flavored vodka
Absolut RUBY RED 2006 grapefruit flavored vodka
Absolut PEARS 2007 pear flavored vodka
Absolut 100 2007 50%/100 proof alcohol - replacement of red label
Absolut MANGO 2010 mango flavored vodka
Absolut BERRI AÇAÍ 2010 açaí, blueberry and pomegranate flavored vodka
Absolut ELYX 2010 a super-premium edition - replacement of Absolut LEVEL
Absolut WILD TEA 2010 black tea and elderflower flavored vodka - same taste as Absolut BOSTON
Absolut ORIENT APPLE 2011 red apple and ginger flavored vodka - same taste as Absolut BROOKLYN and Absolut SVEA
Absolut GRÄPEVINE 2011 white grape, dragon fruit and papaya flavored vodka - same taste as Absolut SF
Absolut CHERRYKRAN 2012 cherry, white cranberry and sweet plum flavored vodka
Absolut HIBISKUS 2012 hibiscus and pomegranate flavored vodka
Absolut CILANTRO 2013 cilantro and lime flavored vodka

Special bottles[edit]

Absolut Vodka is available in many bottle varieties and skins:

name launched in description size
Absolut BRITTO 2003 regular Absolut VODKA, limited edition by Romero Britto 700ml / 750ml
Absolut FREESTYLE 2004 regular Absolut VODKA, limited edition with fragmented label (France) 700ml
Absolut SNOWFLAKE 2005 regular Absolut VODKA, limited edition. First skin by ABSOLUT VODKA. 700ml
Absolut BODY ART 2005 regular Absolut VODKA, limited edition by Jean-Luc Moerman 700ml
Absolut CHROME 2005, 2006 regular Absolut VODKA, limited edition bottles (two sets of three designs), launched in 2005/France and 2006/Germany 700ml
Absolut BLING-BLING 2006 regular Absolut VODKA, limited edition gold cover 700ml / 750ml / 1000ml
Absolut DISCO 2007 regular Absolut VODKA, limited edition disco ball cover 700ml / 750ml / 1000ml
Absolut C'N'C FASHION ANIMAL 2007 regular Absolut VODKA, limited edition by Ennio Capasa 700ml
Absolut BRASIL 2007 regular Absolut VODKA, designed by Brazilian artists Nelson Leirner (Butterfly, re-released in France, 2009) and Daniel Senise (Monkey) (Brazil) 1000ml
Absolut GREENSAVER 2008 regular Absolut VODKA, limited edition bottle by Greek artist Konstantinos Vita (Greece) 700ml
Absolut COLORS 2008 regular Absolut VODKA, limited edition cover celebrating 30th anniversary of the Rainbow flag 700ml / 750ml / 1000ml
Absolut MASQUERADE 2008 regular Absolut VODKA, limited edition sequined sleeve cover 700ml / 750ml / 1000ml
Absolut SUMMER 2008 regular Absolut VODKA, limited edition white cover (UK) 700ml
Absolut NO LABEL 2009 regular Absolut VODKA, blank bottle emphasizing the company’s slogan: "In An ABSOLUT World, There Are No Labels" 700ml / 750ml / 1000ml
Absolut SELFRIDGES 100 2009 regular Absolut VODKA, limited edition yellow cover (UK) 700ml
Absolut ROCK 2009 regular Absolut VODKA, limited edition leather studded cover 700ml / 750ml / 1000ml
Absolut WALLPAPER #1 2010 regular Absolut VODKA, limited edition bottle by Alessandro Guerriero (Italy) 700ml
Absolut WALLPAPER #2 2010 regular Absolut VODKA, limited edition bottle by Gio Pagani (Italy) 700ml
Absolut FLAVOR OF THE TROPICS 2010 orange, mango, lychee, pineapple and melon flavored vodka 1000ml
Absolut SUMMER 2010 regular Absolut VODKA, limited edition clear cover (Germany) 700ml
Absolut GLIMMER 2010 regular Absolut VODKA, limited edition bottle that mimics a crystal decanter 700ml / 750ml / 1000ml
Absolut ZENG FANZHI for Joyce 2010 regular Absolut VODKA, limited edition bottle by Chinese artist Zeng Fanzhi (Hong Kong) 700ml
Absolut 72 BIAN Transform 2010 regular Absolut VODKA, limited edition bottle by Chinese artist Gao Yu (China) 700ml
Absolut WATKINS 2011 coffee, almond, caramel and chili flavored vodka. Limited edition bottle by Liselotte Watkins 1000ml
Absolut WALLPAPER #3 2011 regular Absolut VODKA, limited edition bottle by Ron English (Italy) 700ml
Absolut ILLUSION 2011 regular Absolut VODKA, limited edition bottle with inverted label on backside 700ml / 750ml / 1000ml
Absolut NZ 2011 regular Absolut VODKA, limited edition cover (New Zealand) 1000ml
Absolut MODE 2011 regular Absolut VODKA, limited edition bottle with twelve facets, wrapped with a band in midnight blue silk cloth 700ml / 750ml / 1000ml
Absolut WHITE 2011 regular Absolut VODKA, limited edition white cover (UK) 700ml
Absolut CITRON GLIMMER 2011 Absolut Citron, limited edition bottle that mimics a crystal decanter 750ml, 1000ml
Absolut GUSTAFSON 2012 cherry, strawberry, cardamon and chai flavored vodka. Limited edition bottle by Swedish artist Mats Gustafson (product was recalled shortly after launch) 1000ml
Absolut BLANK #1 2012 regular Absolut VODKA, limited edition bottle by German artist Mario Wagner 700ml
Absolut TUNE 2012 white wine and vodka, limited trial run in 2011 (Australia) and launched in 2012 (USA) 750ml
Absolut UNIQUE 2012 regular Absolut VODKA, unique bottles are painted and individually numbered 700ml / 750ml / 1000ml
Absolut BLANK #2 2012 regular Absolut VODKA, limited edition bottle by Marcus Jansen 700ml
Absolut EXPOSURE 2013 honey melon and lemon grass flavored vodka. Limited edition bottles (3 designs) by Swedish artist Johan Renck, featuring supermodel Lydia Hearst 1000ml
Absolut SEA CRUISE EDITION 2013 regular Absolut VODKA, released on select cruises in the Caribbean 1000ml
Absolut CARNAVAL/CARNIVAL 2013 regular Absolut VODKA, limited edition neoprene sleeve cover (Brazil) 1000ml
Absolut BLANK #2 2013 regular Absolut VODKA, limited edition bottle by Dave Kinsey 700ml
Absolut DENIM 2013 regular Absolut VODKA, limited edition denim cover by Loren Cronk 1000ml
Absolut BLANK #3 2013 regular Absolut VODKA, limited edition bottle by Israeli artist Nir Peled, commemorating the boulevards of Tel Aviv[2] 750ml
Absolut CRAFT 2013 Three variations: 1. Herbaceous Lemon features a blend of citrus herbs, as opposed to fruit, including dried lemon myrtle. The result is a 41% abv vodka with a zesty sherbet tang and savoury notes of lemon thyme and lemongrass; 2. Smokey Tea is a blend of Lapsang Souchong with bitter Seville orange, clove and ginger. The brand describes its taste as being ‘salty, meaty and even slightly gamey’, which gives way to orange and light, floral notes; and 3. Bitter Cherry is a 42% abv aperitif-style vodka blend of eight raw ingredients including dried sweet cherries, which has been distilled in heavily toasted European oak barrels for a spicy vanilla edge. (USA), (UK), (Sweden), (Germany) 700ml / 750ml
Absolut AMBER 2013 Barrel aged vodka (USA), (Panama) 1000ml
Absolut ORIGINALITY 2013 regular Absolut VODKA, unique bottles individually numbered 700ml / 750ml / 1000ml
Absolut KARNIVAL 2014 passion fruit and orange blossom flavored vodka (same as Absolut MIAMI) (Brazil), (Colombia), (Mexico), (Guatemala) 750ml / 1000ml
Absolut TRUE COLORS aka Absolut PRIDE 2014 regular Absolut VODKA, limited edition shrink wrap cover released for June "Pride Month" similar to 2008's Absolut COLORS 750ml / 1000ml
Flaschen der City Reihe

City series - U.S. Editions[edit]

name launched in description size
Absolut NEW ORLEANS 2007 mango and black pepper flavored vodka 750ml
Absolut LOS ANGELES 2008 acai, acerola, pomegranate, and blueberry flavored vodka, launched in 2008 and rebranded as Absolut BERRI AÇAÍ in 2010 750ml
Absolut BOSTON 2009 black tea and elderflower flavored vodka, launched in 2009 and rebranded as Absolut WILD TEA in 2010 1000ml
Absolut BROOKLYN 2010 red apple and ginger flavored vodka, launched in 2010 and rebranded as Absolut ORIENT APPLE in 2011 1000ml
Absolut SAN FRANCISCO 2011 grape, dragon fruit, and papaya flavored vodka, launched in 2011, rebranded as Absolut GRÄPEVINE in same year of creation 750ml
Absolut MIAMI 2012 passion fruit and orange blossom flavored vodka 750ml / 1000ml
Absolut CHICAGO 2013 olive and rosemary flavored vodka 750ml
Absolut TEXAS 2014 Cucumber and Serrano chili flavored vodka 750ml


City & Countries series - International Editions[edit]

name launched in description size
Absolut VANCOUVER 2010 regular Absolut VODKA, designed by Canadian artist Douglas Fraser (Canada) 750ml
Absolut RIO 2011 orange, mango and passion fruit flavored vodka, designed by Brazilian artist Oskar Metsavaht (Brazil) 1000ml
Absolut SVEA 2011 apple and ginger flavored vodka, same taste as Absolut BROOKLYN, limited edition bottle (Sweden) 700ml
Absolut LONDON 2012 regular Absolut VODKA, designed by Jamie Hewlett, co-creator of the virtual band Gorillaz (England) 700ml
Absolut ISTANBUL 2012 regular Absolut VODKA, designed by Turkish artist Yigit Yazici (Turkey) 700ml
Absolut MEXICO 2012 regular Absolut VODKA, designed by Mexican artist Dr. Lakra (Mexico) 750ml
Absolut POLAKOM 2012 regular Absolut VODKA, designed by Polish artist Swanski (Poland) 700ml
Absolut MOSCOW 2013 regular Absolut VODKA, designed by Russian artist Alena Akhmadullina (Russia) 700ml
Absolut OZ 2014 Spiced Orange flavored vodka, designed by Australian artist Baz Luhrmann (Australia) 1000ml
Absolut BERLIN 2014 regular Absolut VODKA, designed by American artist Zhivago Duncan(Germany) 700ml

Crystal series[edit]

name launched in description size
Absolut Vodka Crystal Bottle 2010 creative collaboration between Absolut Vodka, Skogsberg&Smart and Reijmyre Glassworks. Limited to 800 bottles. 1000ml
Absolut Crystal Pinstripe Bottle 2011 creative collaboration between Absolut Vodka, Skogsberg&Smart and Reijmyre Glassworks. Limited to 800 bottles. 1000ml
Absolut Crystal Pinstripe Black Bottle 2011 creative collaboration between Absolut Vodka, Skogsberg&Smart and Reijmyre Glassworks. Limited to 10 bottles. 1000ml

Marketing[edit]

Much of Absolut's fame is due to its long-running advertising campaign, created by advertising agency TBWA,[3] 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. In 1985 Andy Warhol created a work of art for Absolut Vodka which would become the first of many commissioned artworks to be used in Absolut’s ad campaigns with further contributing artists such as Keith Haring, Rosemarie Trockel or Damien Hirst. The Absolut Art collection is today stored at the Spritmuseum in Stockholm.[4][5] With one of the advertisements featuring work from David R. Philpot, a well known Chicago artist. 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, Evert Cilliers, Steve Feldman, Harry Woods, Arnie Arlow, and Peter Lubalin.[6]

A Vodka Movie[edit]

Zach Galifianakis, Tim Heidecker and Eric Wareheim were commissioned by Absolut Vodka to make a film for their website.[7] 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[edit]

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.[8] According to Proof66, Absolut Citron is among the Top 10th percentile of rated vodkas worldwide.[9]

Advertising campaigns[edit]

Absolut Statehood[edit]

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[edit]

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 controversy[edit]

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."[10]

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.[11]

Absolut in popular culture[edit]

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.

In a Thanksgiving episode of American Dad (season 7, episode 6), Roger is seen opening and drinking out of an Absolut shaped bottle labeled 'Absolut Everything', during a visit at Stan's brother's house.

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.

Sean Connery drinks Absolut Red Label 100 Proof in the 1983 James Bond movie Never Say Never Again.[12]

Absolut was also a major sponsor on RuPaul's Drag Race reality TV show in the USA.

References[edit]

External links[edit]