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Absolut is a world famous Swedish brand of vodka produced by Vin&Sprit. In 2008, the government-owned facility was bought by French alcohol giant Pernod Ricard, with nearly $9 billion in proceeds from the auction used to pay off Sweden’s foreign debt. The brand with a sales volume of more than 11 million cases per year is consistently among the top three global market leaders. In the first half of 2017, the manufacturer’s net sales increased by 2%. Products are sold in more than 120 countries, the main export markets are the USA and China.
There are two important milestones in the history of Absolut vodka production, separated by a whole century. The starting point is considered to be 1879, when Lars Olsson Smith released the first batch of the drink, called Absolute Rent Brännvin. The revolutionary nature of the novelty was due to the improved technology of continuous distillation: at the same time, the number of distillation cycles increased many times, which made it possible to purify the product from impurities as much as possible. The memory of the “King of Vodka” is reflected in modern design: a portrait of Smith looks at the buyer from each bottle of Absolut.
In 1979, the “rebirth” of the legendary drink took place: a large-scale export expansion was planned to commemorate its centenary. The main goal was the capacious American market, for which fundamentally new products of the premium segment were developed. When registering a trademark in the United States, the name of the vodka was changed – it was reduced to Absolut. The drugstore bottle designed by the designers is a textbook example of packaging that has become as famous as the product itself.
Already in the early 80s, Absolut pushed out its competitors, the Finlandia and Stolichnaya brands, which had entered the American market ten years earlier, becoming the most popular vodka imported to the United States. In 1985, the Swedes entrusted their first advertising art campaign to Andy Warhol.
With the work of Absolut Warhol, the artist initiated what is today a cult series of highly artistic layouts, which can be considered not only as a commercial project, but also as the longest running art project in the history of art.
Awards
Spirits Competition, San Francisco:
- 2008 – Bronze (Absolut Level) medal;
- 2010 – Gold (Absolut Ruby Red Grapefruit) and 3 bronze (Absolut Berry Acai, Absolut Vanilia, Absolut Peppar) medals;
- 2011 – Director’s Award and Double Gold (Absolut Ruby Red), 3 Silver (Absolut Citron, Absolut Peppar, Absolut Wild Tea) and Bronze (Absolut Pears) medals;
- 2012 – Gold (Absolut Elyx) medal;
- 2013 – The title of “Best Vodka”, 2 double gold (Absolut Elyx, Absolut Vodka), bronze (Absolut Citron) medals;
- 2014 – Gold (Absolut Citron) and bronze (Absolut Mandrin) medals;
- 2017 – Gold (Absolut Elyx) and Silver (Absolut Lime) medals.
Los Angeles International Spirits Competition:
- 2015 – Gold (Absolut Vodka Original 80) and Silver (Absolut Citron) medals.
SIP Awards, California:
- 2017 – Gold (Absolut Elyx) medal.
Interesting Facts
- The laconic, archetypal bottle of Absolut is the perfect canvas for art exercises, inspiring generations of artists. As part of one of the advertising campaigns, a wheat field in the shape of a bottle was sown in Kansas, a Christmas tree was cut in the same way in London, in the homeland of the brand, in the town of Jukkasjärvi, a five-meter container adorns the interiors of the Ice Hotel.
- The result of Absolut’s collaboration with the Estonian brand Reval Denim Guild was a limited batch of vodka, which was instantly sold out by collectors. The packaging was handcrafted from two-tone denim. The cost of bottles from this edition continues to grow and already reaches $145 on eBay auctions.
- In 2017, the company announced a competition for the position of director of sensory analysis – the former expert in mixology, tastes and smells, Per Hermansson, retired. Finding a worthy replacement for the legendary employee, nicknamed the “billion dollar nose”, will not be easy: he had a unique sense of smell.
Types of vodka Absolute
Absolute Vodka, 40%
A classic product of the brand, which includes only the purest water from an artesian well near the village of Ohus and hand-harvested winter wheat of extra hard varieties. Absolut Vodka does not contain sugar, but it has a complex and delicate taste, with distinct grain tones and notes of dried fruits. The drink is equally good in pure form and as part of Absolut Tonic and Absolut Mule cocktails.
Absolute Pepper, 40%
The first flavored vodka in the brand’s range, produced since 1986. It has a spicy smell, piquant notes of chili pepper and jalapeno are clearly distinguishable in taste. The recipe was developed specifically to be used as the base for the classic Bloody Mary cocktail.
Absolut Elyx, 42,3%
The brand’s flagship drink is made from wheat grown on an estate in southern Sweden. The use of ancient technology and stills made of pure copper gives the product softness and richness of taste. The aroma has notes of freshly baked bread and confectionery spices. In 2016, the authoritative magazine Wine Enthusiast awarded craft vodka a high score of 96 out of 100 in its rating. The manufacturer recommends enjoying the drink in its pure form, with the addition of ice, or include it in Absolut Elyx Martini and Palomino branded cocktails.
Absolute Lemon, 40%
Flavored vodka, attracting with a bright mix of smells: lemon, lime, orange, grapefruit. The taste is balanced, with pure tones of alcohol and a soft texture. The appearance of this product in the line of the brand inspired the bartenders to create an instant hit Cosmopolitan cocktail. The drink has been awarded many prestigious awards, in the ranking of the authoritative edition of Wine Enthusiast Magazine it was awarded 98 points and “highest recommendations”.
Absolutely Vanilla, 40%
Produced since 2003, making a significant contribution to the real boom of flavored vodkas. It has a sweet aroma of Madagascar vanilla with a hint of cocoa. The taste does not feel sweet, which makes the drink an excellent component for highballs and long drinks. Thanks to Vanilia Absolut, the classic “Screwdriver” becomes much tastier, acquiring not only a vanilla smell, but also pleasant notes of bitterness.
Absolut Kurant, 40%
Vodka joined the brand line in 1992 and immediately won general recognition. A drink with a pronounced aroma of blackcurrant – the most common berry in Sweden. The taste is characterized by a symbiosis of bread and fruit tones, with a slight hint of vanilla and a spicy aftertaste. It is pleasant to drink on its own, goes well with apple juice.
Absolut Oak, 40%
A novelty of the brand’s collection, which changes the idea of the traditions of vodka production. The drink is aged in oak barrels of Swedish and American origin, medium rare oak chips are used as an aromatic component. It has an aroma with grainy and peppery notes. On the palate, woody astringency, hints of vanilla and caramel are felt.
