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Absolut Vodka

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Absolut Vodka
TypeMidshelf Vodka
ManufacturerV&S Group
Country of origin Åhus, Skåne Sweden
Introduced1879
Proof (US)80
Related productsKetel One, Level, Smirnoff Vodka, Finlandia vodka
Websitewww.absolut.com Edit this on Wikidata

Absolut Vodka is a Swedish brand of vodka, owned by V&S Group, and produced at their facilities near Åhus, Scania in southern Sweden.

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 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 USA is Absolut.

Origin of name

The name "Absolut" was introduced in 1879 by the entrepreneur Lars Olsson Smith. Smith introduced fractional distillation that produces liquor without fusel oil in Sweden. The name "Absolut Renat Brännvin" (Totally Distillated Vodka) was introduced 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 "Renat 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 Renat Brännvin". The name of the by then rather unfashionable brand was cropped to "Renat Brännvin" in the mid 1970's. In 1979 the old name Absolut was picked up when the upper-price range Absolut Vodka was introduced.

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. Many of the ads are quite clever, frequently featuring an Absolut bottle-shaped object in the center and a title "ABSOLUT ____". at the bottom. ABSOLUT MANHATTAN., for example, features an aerial photo of Manhattan where Central Park is the shape of an Absolut bottle.

Gay-themed Advertisements

Absolut is one of the few products to openly embrace gays. Its ads have appeared in the gay market for over 30 years, 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 [1].

Flavored Vodka

All Absolut Vodka flavors in order of appearance, including the 80 proof plain and 100 proof plain Absolut Vodka.

Absolut Vodka is available in 8 different flavors together with plain Absolut Vodka:

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.

Absolut Statehood

Beginning in 1991, Absolut Vodka began its most ambitious art commissioning program so far with Absolut Statehood. A campaign selecting artists from all fifty states including the District of Columbia. Absolut Vodka worked with USA Today and arranged full-page ads from images of the commissioned works. These appeared every two weeks beginning in January 1992 with Absolut Alabama painted by Jon Coffelt. Among the many other artists representing their states were Rev. Howard Finster representing Georgia, George Rodrique representing Louisiana and Richard Jolley representing Tennessee. [2]. A limited edition of 300 lithographs of each work, signed and numbered by the artist, were sold to the general public for USD 300 each. 100% of these sales went directly to the US organization Design Industries Foundation Fighting AIDS DIFFA. The first ten artists were asked to vote as to whom the money would benefit and out of the first 10 artists, 9 of them voted for DIFFA.

External links

Sources

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