TRAVEL RETAIL: Pernod Ricard unveils Absolut Denim

By | 8 March 2013

Click through to view Pernod Ricards Absolut Denim

Click through to view Pernod Ricard's Absolut Denim

view 1 related image

Pernod Ricard has launched a denim-wrapped gift sleeve for its Absolut vodka brand across travel retail.

Absolut Denim also features a packaging “shield” that keeps a freezer-cooled bottle cold for up to two hours, Pernod Ricard said today (8 March). The launch will be supported by a multi-media marketing campaign and installations in “major international airports”, Pernod said.

Pernod teamed up with Brooklyn designer Loren Cronk to create the denim sleeve, which also displays a QR code that takes consumers to the Absolut website's cocktail recipes. 

In September, the UK drinks industry's marketing watchdog rejected a complaint that a limited-edition bottle of Absolut Vodka appealed to under-18s. 

Expert analysis

Pernod Ricard SA (RI) - Financial and Strategic SWOT Analysis Review

Pernod Ricard SA (Pernod Ricard) is one of the leading producers and distributors of wines and spirits in the world. The company’s product portfolio comprises a wide range of whiskies, anise drinks, liqueurs, cognacs and brandies, white spirit, rums, bitters and wines. The company distributes its products under the brands, namely, ABSOLUT Vodka, Jacob’s Creek, Ballantine’s, Ricard, Chivas Regal, Malibu, Stolichnaya, Havana Club, Jameson, Beefeater, Kahlua, Martell, Montana, Mumm, The Glenlivet and Perrier-Jouet. The company principally operates in the regions of North America, Europe and Asia Pacific. Its products are distributed in around 70 countries across the world.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Pernod, Absolut, Ricard

There are currently no comments on this article

Be the first to comment on this article

Related research

Pernod Ricard: Premiumization and decentralization fuelling growth in mixed macroeconomic environment

Over the last 10 years of rapid acquisitions, Pernod Ricard has built a strong portfolio of premium brands on a global scale. Most of its brands enjoy a leading position in international markets. The company has adopted a decentralized operational st...

Pernod Ricard Groupe in Spirits (World)

With very limited resources for expansion through acquisition until at least 2015, Pernod Ricard’s key focus has to be through organic growth. The profile looks at how its current portfolio of brands is positioned and what it should do to maximise it...


This report analyzes the worldwide markets for Wine in Million Litres. It includes all wine categories, still, (red, white and rose), sparkling, fortified, vermouth, non-grape wine, wine coolers and ice wine. The report provides separate comprehensiv...

Related articles

just the Round-Up - The week in drinks

The top ten stories published on just-drinks this week:

just For Subscribers - The week in drinks

Here are the ten most viewed, subscriber-only items on just-drinks this week:

Comment - Beer - Mixing It Up

Marketing a beer brand successfully has traditionally involved partnering with a big event and parting with big bags of cash. But, Larry Nelson has been introduced to a smaller, smarter way to push a beer.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page