BREAKING CONVENTIONS

JUST AS CHAMPAGNE CAN ONLY BE MADE FROM THE GRAPES OF THE CHAMPAGNE REGION OF FRANCE, EVERY DROP OF ABSOLUT VODKA COMES FROM RICH WINTER WHEAT HARVESTED IN AN AREA OF SOUTHERN SWEDEN CALLED ÅHUS. THE ABSOLUT COMPANY INSISTS ON QUALITY WORKMANSHIP AND VALUES ITS WELL-PRESERVED HERITAGE, TWO PILLARS THAT HAVE EARNED ABSOLUT VODKA ITS RANKING AS THE WORLD'S LEADING PREMIUM VODKA AND THE FIFTH BESTSELLING BRAND AMONG PREMIUM SPIRITS.

Absolut vodka

Absolut Vodka

JUST AS CHAMPAGNE CAN ONLY BE MADE FROM THE GRAPES OF THE CHAMPAGNE REGION OF FRANCE, ABSOLUT VODKA CAN ONLY BE MADE FROM RICH WINTER WHEAT HARVESTED INAN AREA OF SOUTHERN SWEDEN CALLED ÅHUS. THE ABSOLUT COMPANY INSISTS ON QUALITY WORKMANSHIP AND VALUES ITS WELL-PRESERVED HERITAGE, TWO PILLARS THAT HAVE EARNED ABSOLUT VODKA ITS RANKING AS THE WORLD'S LEADING PREMIUM VODKA AND THE FIFTH BESTSELLING BRAND AMONG PREMIUM SPIRITS.

Absolut Vodka was first presented to the world in New York in 1979. The Swedish monopoly Vin & Sprit (Wine & Spirits) had decided to launch the vodka internationally. But the launch was not easy. The Swedish vodka – with its old-world, apothecary-inspired bottle – did not resemble others on the market. However, Carillon Importers – the American distributor led by the legendary Michel Roux – capitalized on the uniqueness of Absolut with a campaign that stood out from the crowd.

ART AT ITS HEART

Over the years, the brand has consistently been praised for its innovative campaigns. Since its partnership with Andy Warhol in 1985, Absolut Vodka has collaborated with over 550 artists worldwide; the renowned Absolut Art Collection at the Sprit Museum on Djurgården in Stockholm is testament to this. In 2014, the Absolut Andy Warhol Edition was launched to further pay tribute to the brand heritage.

The  new bottle design was inspired by the original painting and a portion of the proceeds from the sales of these bottles went to The Andy Warhol Foundation, which awards scholarships to support contemporary art.

THE FUTURE IS WHAT YOU CREATE

Creativity has also been expressed through music, fashion and digital media. In 1993 in recognition of Absolut Vodka’s partnerships with the best creative thinkers, designers and advertising agencies in the world, the company was awarded a coveted place in the Advertising Hall of Fame.
Now, ‘breakthrough creativity’ is a buzz term at the company and the basis for a new communication concept called Transform Today. Thirty years ago, the Absolut partnership with Andy Warhol changed the face of advertising, and the brand continues to challenge what is considered the norm today.

Together with musician Woodkid, digital artist Aaron Koblin, fashion designer Yiqing Yin and designer Rafael Grampá, Absolut Vodka has invited the outside world in to experience and to create. Forgoing traditional advertising channels for more creative ones, we have transformed entire streets into art galleries. Transform Today shows how personal expression can alter how we perceive the world, and how this can spur further change. This array of perspectives creates a progressive force and promotes development.

The next step was to bring Transform Today to life through exceptional Nights experiences. For Absolut Nights, we invited artists to create interactive experiences: in Johannesburg, visitors became part of a light show when the artist Charles Gaeken used their movements on a dance floor to control the pyrotechnics. In Sao Paolo, author Marianne Krawzyck transformed a night out into a theater experience in which visitors assumed different roles, altering their own images in the process.

CREATIVITY CHALLENGES THE INDUSTRY

Through creativity and innovaiton we are redefining what to expect from a vodka. Oak by Absolut is a true innovation: vodka rested on oak. Resting oak brings a new depth of character and richness to the already smooth vodka. A unique taste experience with a light, smooth texture and notes of vanilla, caramel, and toasted oak.

DRINKS IN MOTION

Drinks in Motion is the world’s first automated video generator for cocktail recipes. Rather than force a single exhausted bartender to make thousands of drinks, Absolut filmed approximately 700 clips that seamlessly cut together tutorials for any cocktail imaginable with just the touch of a button. Currently, Absolut has 3,500 videos available on YouTube that inspire and help users to mix their own cocktails at home.