GLOBAL: Pernod Ricard unveils flavoured Absolut redesign

By | 12 August 2013

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Pernod Ricard has overhauled its flavoured Absolut range, calling it “one of the most dramatic changes we’ve made” to the vodka brand.

The packaging redesign covers all Absolut fruit flavours and has already started shipping to all Absolut markets, a spokesperson told just-drinks at the weekend. Because of shipping times and existing stocks, it is unclear where the new bottles will first launch, the spokesperson said.

The new designs stay clear of fruit imagery and use “symbolism and myths” attached to the fruits, the Swedish vodka company said. 

Jonas Tåhlin, VP for global marketing at The Absolut Company, said: “While most flavoured vodkas look more or less the same, we are bringing a full range of innovative designs to market ... We believe they will reinforce our position as creative leader.”

In June, Absolut was ranked as the 11th most valuable alcohol brand by brand valuation agency Brand Finance, behind Diageo's Baileys Orignal Irish Cream and ahead of Bacardi's Grey Goose vodka.

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 whiskies, anise drinks, liqueurs, cognacs and brandies, white spirit, rums, bitters and wines. The company distributes its products under various brands such as ABSOLUT Vodka, Chivas Regal, Ricard pastis, Ballantine’s, Beefeater, Jameson, Havana Club, Malibu, Kahlua, Martell cognac, Mumm, Royal Salute, The Glenlivet, Jacob’s Creek, Campo Viejo, Brancott Estate and Perrier-Jouet among others. The company offers its products across various countries of North America, Europe and Asia Pacific.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Diageo, Pernod Ricard, Absolut, Bacardi

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