US: Absolut to launch super-premium vodka
The new spirit, called Level, will be launched nationally in March 2004, and will be available globally at duty-free stores in May next year.
The vodka, by the producers of the Absolut Vodka brand, will be packaged in a frosted, tall and slim bottle. It will have a heavy base and its front will feature a small, metallic silhouette of the ABSOLUT bottle.
"Level is our long-awaited entry into the vibrant super-premium vodka segment," said Carl Horton, president and chief executive officer, The Absolut Spirits Company
Level, produced in Arhus Sweden, will be sold initially in three sizes: 50 ml, 750 ml and 1 litre.
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