Product Launch - US: Pernod Ricard's Absolut Tune

By | 10 October 2012

Click through to view Pernod Ricards Absolut Tune

Click through to view Pernod Ricard's Absolut Tune

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Pernod Ricard's Absolut Tune

Category - Wine and vodka blend, sparkling, Marlborough Sauvignon Blanc, 14% abv

Available - From this month

Location - In addition to New York, product will be hitting shelves in the sample markets of California, Miami, Chicago, Boston, Las Vegas and New Jersey come early to mid-November

Price - US$31.99 per 75cl bottle

Distributor - Southern

Pernod Ricard has unveiled a sparkling blend of Sauvignon Blanc and Absolut Vodka that targets young females with a fashion-themed marketing campaign.

Absolut Tune launched last night in New York at an event featuring fashion-designer Charlotte Ronson and singer Solange Knowles, the company announced yesterday (9 October). An Absolut spokesperson said that while a global roll out strategy will be looked at, as of right now, Absolut Tune is a US exclusive.

Last month, Absolut launched its latest limited-edition bottle in the Travel Retail sector.

Show the press release

Bursting forth on the spirits scene today is ABSOLUT TUNE™, a sparkling fusion of crisp white wine and premium vodka. The unexpected blend brings together two best-in-class elements: a fruit-forward Sauvignon Blanc from the world-renowned Marlborough region of New Zealand and ABSOLUT ® , the world's most iconic vodka. Designed to celebrate life's greatest moments - with an eye on the fabulously fun set that live for celebrating - ABSOLUT TUNE delivers the perfect blend of sparkle and spirit for any occasion, any time, all in one glamorous glass. Whether it is girl's night out, Sunday brunch or an unforgettable evening entertaining at home, ABSOLUT TUNE will shake up champagne flutes at premium bars, restaurants, hot spots and retailers in select U.S. cities this fall.

"As a brand that prides itself on innovation and cutting-edge collaborations, ABSOLUT TUNE fits strategically into some important consumption occasions in our consumers' lives and allows us to be even more competitive in both the nightclub, bar and retail space," said Maxime Kouchnir, Vice President, Vodkas, Pernod Ricard USA. "Delivering sophistication, edge and the premium-ness our fans look to ABSOLUT to deliver, ABSOLUT TUNE is a perfect complement to our ever-expanding portfolio."

To embody the stylish duality of ABSOLUT TUNE, two in-the-know women with show-stopping style and a serious taste for fun are bringing the dynamic combination to life: fashion designer Charlotte Ronson and singer-songwriter style icon Solange Knowles.

The fasion industry's quintessential "it-girl" and a leading force in international fashion, Charlotte Ronson brings the Sparkle to the ABSOLUT TUNE campaign with her effortlessly chic and whimsical sense of downtown style and fun. 

Ultra-hip Solange Knowles delivers the Spirit to the ABSOLUT TUNE campaign as a talented singer-songwriter and DJ, well-known for her fresh and muse-worthy personal style.

As the Sparkle and Spirit of ABSOLUT TUNE, tonight Charlotte and Solange are hosting two lavish and unique parties simultaneously at Le Bain and Top of the Standard at New York's swanky The Standard Hotel. With specialty cocktails, swoon-worthy panoramic views and VIP access, the celebrations are sure to delight and leave guests thirsty for more.

The celebration will continue as Ronson and Knowles jet-set down to Miami to host a second launch event on November 13, 2012, bringing with them their inherent Sparkle and Spirit; Knowles with her grace and glamour, and Ronson with her spot-on knack for style. 

Beyond the party bounds of New York and Miami, fans and It Girls everywhere entertain their inner Sparkle and Spirit through a fiercely fabulous digital web series featuring ABSOLUT TUNE, Ronson and Knowles. Filmed by and featured on Refinery29, the digital cornerstone of fashion, beauty and shopping for a new generation, the videos will showcase an intimate glimpse at both Ronson's and Knowles' personal and professional lives and styles, as inspired by ABSOLUT TUNE.

Stylish, edgy and surprising, ABSOLUT TUNE ensures that all places, spaces and moments will be nothing short of exceptional.  The bottle itself warrants a celebration, featuring an outer sleeve that tears away as if unzipped, thus revealing an ornate black and gold glass bottle. The body encompasses the chic silhouette of champagne and the classic script of ABSOLUT.  Once you pop the cork, a veritable taste awakening fills your champagne flute with two flavors working together in perfect harmony.

Original source: Company Release

Expert analysis

The Future of the Spirits Market in the US, to 2016

Future of the Spirits Market in the US, to 2016 is the result of Canadean’s extensive market research covering the Spirits market in the US.

Sectors: Product launches, Spirits

Companies: Absolut, Pernod, Ricard

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