Absolut vodka boosts flavor portfolio in second chapter of its restage
NEW BOTTLE DESIGN AND FLAVOR ENHANCEMENTS HARMONIZE LINE TO DELIVER ON EVOLVING CONSUMER PREFERENCE
23 FEBRUARY 2022: Absolut Vodka is upgrading and enhancing its flavor portfolio as it embarks on the next phase of its mission to drive innovation in quality vodka. This second chapter of the restage delivers a new harmonized range with a style and taste that’s even more authentic and offers consumers exceptional tasting cocktails, including popular mixers like soda water that demand more from a flavored vodka. The new bottle design matches the significant update to the Absolut Vodka original bottle in 2021. The new packaging tells the story of the flavor sensation inside, clearly signposting the new taste profile to help consumers find their favorite flavor and explore new ones.
A design icon and leader in vodka innovation since 1979, Absolut Vodka, which is still today made in its home of Åhus in southern Sweden, was the first brand to export clear flavored vodka to the US and helped to define the modern vodka category with Absolut Peppar and Absolut Citron – the first ever clear flavored commercial vodkas. In the 1980s, the brand helped supercharge cocktails by making Bloody Mary and Cosmopolitan as known and loved as they are today.
The range refresh pays homage to the brand’s provenance, authenticity and progressive DNA. It inspires creativity and enhances any mixer into the perfectly balanced drink, whether prepared by professional bartenders or at home by the consumer themselves. The fresh bottle update clearly signposts the harmonized flavor portfolio alongside Absolut Vodka original. They include:
- Artistic bottle update, which pays homage to the Absolut Vodka’s quality credentials of provenance, heritage and authenticity, to help consumers explore the flavors: an updated color palette and scheme, including artistic brush strokes on the back of the bottle to help consumers find, trial and experiment with new flavors.
- The overall harmonization allows for maximum standout on shelf and has been implemented for Absolut Vodka and across all 12 flavors in the range: Absolut Mandrin, Absolut Vanilla, Absolut Mango, Absolut Citron, Absolut Grapefruit, Absolut Peach, Absolut Watermelon, Absolut Lime, Absolut Raspberri, Absolut Pears, Absolut Passionfruit and Absolut Peppar.
- Introduction of updated liquids and ABV levels for the Mandrin, Vanilla, Mango, Citron, Peach, Raspberri, Pears and Peppar flavors but still developed with natural ingredients, no sugar added. Absolut Vodka’s sensory experts and flavorists have optimized ABV levels for each flavor profile. The fresh top notes of the citrus range are underpinned by the traditional ABV-level of 40%, while the sweet and spicy flavors stand out better with a lower ABV-level of 38%.
- Introduction of brand-new flavor, Absolut Passionfruit, an exotic addition to the range now available in Australia and the UK with global roll-out imminent.
Elin Furelid, Head of Product Portfolio and Innovation, Absolut explains: “We designed our portfolio with the intention to stand out as a range and family of products. While we let Absolut Vodka original have its own identity as a clearly unflavored vodka, we’ve used a combination of colours that match the actual fruit and added an artistic brushstroke on the back of the bottle creating the perfect canvas for the flavorful vodka itself.”
Daniel Nilsson, Manager of Sensory Design & Strategy, Absolut said: “Our key focus is to uphold the quality of Absolut vodka as we continue to innovate and lead from the front. We do this with expertise and passion – to craft Absolut Vodka’s premium quality end-product, there must only be two components: the spirit and the natural flavor. The spirit base must be of the highest quality, allowing the natural flavors to come through in the final taste.”
Adding to this, Ricardo Dynan, Absolut Vodka Global Brand Ambassador at The Absolut Company said: “Absolut Vodka has had strong links to culture, the arts and creativity since its inception. The upgraded portfolio offers a quality mix of flavors to suit all tastes and occasions – born to mix and perfect for mixing every time.”
Elin Furelid, Global Head of Product Portfolio & Design, Absolut
Daniel Nilsson, Manager of Sensory Design & Strategy, Absolut
Ricardo Dynan, Absolut Vodka Global Brand Ambassador at The Absolut Company
The launch campaign, BORN TO MIX, heroes both Absolut Vodka’s values, and the spirit itself. Mixing is central to the brand’s heritage and DNA. Absolut Vodka is designed to be mixed and is crafted to elevate the taste of any drink it is made with, with the belief that whether it is drinks, ideas, or people, life is most interesting when we mix things up.
The new Absolut Vodka flavors have started to ship to markets and will continue to roll-out globally depending on current stock inventories.
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