Product Launch - TRAVEL RETAIL: Pernod Ricard's Pernod Absinthe Kitsune

By | 9 October 2012

Click through to view Pernod Ricards Pernod Absinthe Kitsuné

Click through to view Pernod Ricard's Pernod Absinthe Kitsuné

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Pernod Ricard's Pernod Absinthe Kitsune

Category - Spirits, absinthe, 68% abv

Available - From today (9 October)

Location - Travel retail, starting in Nuance outlets at Zurich airport. Rolling out to Europe's TR from 5 November

Price - Not specified

Distribution - Pernod Ricard

Pernod Ricard has partnered with French electronic music and fashion label Maison Kitsuné to produce a limited edition for its namesake absinthe brand in the travel retail channel.

Pernod Kitsuné launches at Zurich airport today, ahead of a roll out across Europe on 5 November. A total of 1,805 bottles will be released, with 600 of them available in travel retail.

Show the press release


Pernod Absinthe will launch its first limited edition bottle, Pernod Kitsuné, in Nuance stores at Zurich Airport on Tuesday 9 October 2012. The activation will run until 5 November 2012 when it will then be rolled out further in European Travel Retail. Pernod Absinthe, the first commercial absinthe to be distilled, has partnered with Maison Kitsuné - a French electronic music and fashion label influenced by Japanese culture - to design 1,805 limited edition bottles; 600 of which are available in Travel Retail.

Based on shared values of ‘savoir-faire’ and transmission of heritage, the partnership is a natural fit and sets to position Pernod exactly where it began, as an integral part of the creative industry and popular amongst ground-breaking artists around the world. Highlighting Pernod as the original French creative absinthe; the collaboration with Maison Kitsuné adds a contemporary spin to the brand’s heritage and brings it to the forefront of consumers’ minds.

The in-store activity at Zurich Airport will focus on sampling, with the aim of encouraging consumers to view the spirit in a creative and modern way.

One hundred years after its ban, Pernod-Absinthe becomes a driving influence to the artist community again. ‘We’re very pleased with this collaboration with Kitsuné, which has a “Maison” approach like us with human-size operations and attention to excellence and details’, says Guillaume Petavy-Meynier, Brand Director of Pernod Absinthe. ‘We hope that now it is back in the market, Absinthe will continue to inspire amazing artists around the world.’

Libby Wilding, Assistant Brand Manager, Pernod Ricard Travel Retail Europe comments: ‘Pernod Kitsuné is an exciting project presenting the Pernod Absinthe bottle in its most inspiring and creative form to date. The brand is celebrated for its creative heritage and the limited edition design brings this legacy to life.’

Pernod Absinthe continues to expand into new markets and its world exports increased by +30% (on which +200% in Travel Retail) from July 2011 to July 2012.


Original source: Company Release

Expert analysis

Global market review of absinthe – forecasts to 2016

This first edition of just-drinks/IWSR's review of the global absinthe market provides data tables comprising essential market consumption volumes. With both historic and forecast data and key brand performance in the world's key markets, this report is the definitive guide to how this intriguing and potential sector will develop.

Sectors: Product launches, Spirits

Companies: Pernod, Ricard

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