|Manufacturer||V&S Group (Pernod Ricard)|
|Country of origin||Åhus, Sweden|
|Proof||80 - 100|
|Related products||List of vodkas|
- 1 History
- 2 Varieties
- 3 Marketing
- 4 Advertising campaigns
- 5 Absolut in popular culture
- 6 References
- 7 External links
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 "burnt wine" and is analogous to the German "Branntwein". The term is also used in Norwegian, Danish, Faroese 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 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.
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. 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.
|This article is outdated. (September 2013)|
"Core" flavors, in chronological order:
|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 replaced by ELYX in 2010|
|Absolut RASPBERRI||2004||raspberry flavored vodka|
|Absolut PEACH||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|
|Absolut CHERRYS||2014||cherry flavored vodka|
Core flavor bottles were redesigned in 2013-2014. The four Absolut classic edition frosted bottles include: Absolut PEPPAR, Absolut CITRON, Absolut KURANT, and Absolut MANDRIN. The other core flavor bottles are a clear bottle with vibrant color designs. Some name changes were also introduced with the redesign, but as Absolut states, "New Look, Same Taste". "Our new bottle designs creatively express each of our flavors in an artistic way the is unmistakably ABSOLUT." These core flavors include: VANILLA, RASPBERRI, APEACH, RUBY RED, PEARS, MANGO, BERRI ACAI, WILD TEA, and renamed APPLE, GRAPE, and CHERRYS.
Absolut Vodka is available in many bottle varieties and skins:
|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 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 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, 3 limited edition neoprene sleeve covers: Rio, São Paulo, Sao Joao (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||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 COLORS aka Absolut PRIDE||2014||regular Absolut VODKA, limited edition shrink wrap cover released for June "Pride Month"||750ml / 1000ml|
|Absolut SOY CAPAZ DE||2014||regular Absolut VODKA, limited edition (Colombia)||750ml|
|Absolut ANDY WARHOL||2014||regular Absolut VODKA, limited edition celebrating the brand's iconic collaboration with the illustrious artist since the 1980s (Worldwide)||700ml / 750ml / 1000ml / 1750ml|
City series - U.S. Editions
|This article is outdated. (January 2015)|
|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
|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 and Absolut ORIENT APPLE, limited edition bottle (Sweden)||700ml|
|Absolut NZ||2011||regular Absolut VODKA, limited edition cover (New Zealand)||1000ml|
|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|
|This article is outdated. (September 2013)|
|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|
Much of Absolut's fame is due to its long-running advertising campaign, created by advertising agency TBWA, also from David Jones's[who?] status in the business world and in Africa alone.[clarification needed] 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. 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.
|This article is outdated. (September 2013)|
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. According to Proof66, Absolut Citron is among the Top 10th percentile of rated vodkas worldwide.
|This article is outdated. (September 2013)|
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.
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
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."
Absolut in popular culture
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 was central to a storyline on Sex and the City where Samantha transformed struggling young actor Smith into the "Absolut Hunk."
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.
- "About Absolut." The Story. G & N Creative Services, 1997. Web. 03 Oct. 2014. <http://www.absolutad.com/absolut_about/history/story/>.
- "The story". Absolut. 2013-02-07. Retrieved 2013-02-07.
- Absolut bottle dedicated to Tel Aviv
- Absolut Book.: The Absolut Vodka Advertising Story
- Absolut Art Collection
- "Proof66.com Webpage for Kurant vodka". Retrieved 2012-10-17.
- "Proof66.com Website for Citron vodka". Retrieved 2012-10-17.
- In an ABSOLUT World according to Mexico 4 April 2008
- SKYY Vodka, Made in the USA, Proudly Supports Treaty of Guadalupe Hidalgo
- "Absolut Red Label 100 Proof in Never Say Never Again". Bond Lifestyle. Retrieved 2013-11-20.