Pros: Popular brand found in every bar and liquor store. Cool flavors and packaging.
Cons: Expensive... perhaps over-rated, but oh, how I love their marketing campaigns!
Absolut Vodka may have entered the U.S. spirits market only 30 years ago, but the brand has been around Sweden over 130 years. Absolut Vodka is produced in the tiny town of Ahus, Scania, southern Sweden.
In the late 1800's, the brand name was "Absolut Rent Brännvin", which means Absolutely Clean Vodka. The King of Vodka, Lars Olssen Smith, revolutionized the vodka industry by inventing a method of vodka purification called "continuous distillation" which allegedly renders a very pure product, as the vodka is purified 100 times to make sure there are no particles left in the vodka.
Most people think that vodka is the drink of Russia, but the fact is that the Swedes have been producing vodka for over 400 years, so it seems they do know something about the stuff! The brand "Absolut Vodka" however, is only 30 years old, and the famous bottle or packaging is based on the design of a 1800's pharmacy bottle that was found in an antique shop in 1979, in the Old Town of Stockholm or Gamla Stan.
It's All About Marketing Genius!
Launching a successful product is all about vision, determination, and of course, a savvy marketing team. The right marketing company can either launch your product to the stratosphere or push it to the back shelf.
The marketing agency working for Absolut keeps the brand young (25-35 yrs group) and trendy. They continuously invite artists to express their creativeness with Absolut Vodka. Artists such as Andy Warhol have immortalized Absolut Vodka; Warhol painted the now famous bottle of Absolut. Lenny Kravitz also sang about it and became part of the Absolut marketing campaign. The fashion guru such as Gaultier, and artists Hirst and Meyers also expressed themselves with Absolut Vodka.
The success of the Absolut Vodka brand in the USA and other parts of the world is absolute genious. The vodka is a best seller, but not because it's the best vodka out there, but because the brand is hip, cool, and the product and bottles continuously evolve.
Personally, I think there are better brands of vodka out there (Grey Goose comes to mind), but Absolut marketing is the stuff of Advertising dreams come true; I tip my hat off to them. The brand's success is based on absolute determination, vision of the future, and whatever comes along that will create a new trend in Absolute Vodka.
As a marketing/advertising major in college, Absolut Vodka brand is the stuff of case studies. Possibly every marketing student out there learns about this brand as it relates to successful marketing and advertising!
Nuts and Bolts
* Distilled in Ahus, Sweden
* Imported by Absolut Spirits Co.
* 40% alcohol volume (80 proof)
* Retails around $20 for a 750ml bottle
Two Favorite Recipes
1) Cosmopolitan Martini
4 parts Absolut Citron
12 parts cranberry juice
2 parts orange liqueur
1 dash lime juice
Fill a shaker with ice cubes. Add all ingredients. Shake and strain into a chilled cocktail glass. Garnish with 1 twist orange.
2) Bloody Mary
6 parts Absolut Vodka or Absolut Citron or Absolut Peppar
12 parts tomato juice
1 part lemon juice
3 dashes hot sauce
1 splash of worcestershire sauce
Salt to taste, and add a spring of celery and a wedge a lime or lemon to finish it off!
Absolut is one of the mega brands that keeps reinventing itself with multi-flavored vodkas, beautiful packaging, limited edition flavors, and the "beautiful" people that promote it. Overall the basic product is very clean, and their fruit-enhanced versions are refreshing and natural, as nothing artificial is found in their products.
Most Absolut Vodkas lend themselves nicely for cocktails, martini's and mixes. Plain Absolut or Absolut Citron makes a wonderful Bloody Mary and Cosmopolitan martini!
In my opinion this product is pretty good, but there are better-quality vodkas out there, but they are not necessarily cheaper than Absolut. This brand jumps out at you when perusing the vodka shelves, and sometimes the trendy packaging and flavors get the best of me and my wallet.
This is my contribution to Texas-Swede's write-off.