| Type | Vodka |
|---|---|
| Manufacturer | V&S Group (Pernod Ricard) |
| Country of origin | Åhus, Skåne, Sweden |
| Introduced | 1879 |
| Proof | 80 |
| Related products | List of vodkas |
| Website | absolut.com |
Absolut Vodka is a brand of vodka, produced near Åhus, Skåne, in southern Sweden. Absolut is owned by french group Pernod Ricard. they bought Absolut for 5.63 billion Euros in 2008 from the Swedish state.
Absolut is the largest brand of alcoholic spirits in the world before Bacardi and Smirnoff, and is sold in 126 countries.
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Absolut 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 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]
Flavored "core" varieties, in chronological order:
Absolut VODKA is available in many bottle-varieties:
Much of Absolut's fame is due to its long-running advertising campaign, created by advertising agency TBWA, 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. 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.[9]
Absolut 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[10] and is an official sponsor of RuPaul's Drag Race on the LGBT-themed network Logo.[11]
Zach Galifianakis, Tim Heidecker and Eric Wareheim were commissioned by Absolut Vodka to make a film for their website.[12] Tim and Eric made three comedic infomercials for Absolut Vodka.
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.[13] According to Proof66, Absolut Citron is among the Top 10th percentile of rated vodkas worldwide. [14]
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.
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 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 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."[15]
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.[16]
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 painters Andy Warhol, Tom Christopher, Dadara, Kurt Wenner, and glass artist Hans Godo Frabel.[17]
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.[18]
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.
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"