Blog: Absolut returns
Chris Brook-Carter | 21 April 2004
Happy Birthday to Absolut Vodka today. Although the drink came of age some while back, today marks 25 years since the first order for Absolut was made from the US.
The first order was for 700 cases and the very first bottle was sold in Boston. In 2003, 72.5m litres of Absolut were shipped to 126 markets around the world. To date, over 1 billion bottles have left the plant in Åhus.
Though its place in marketing history is assured now, success was not always a given and many had their doubts about a Swedish vodka at the time, especially one in a unique clear glass bottle without a paper label, which made it nearly invisible on the shelf in the store.
Even in Åhus, there was some uncertainty about how the product would be received, and to be on the safe side, business started on a small scale. The bottles were filled by hand and each bottle was individually wrapped in tissue paper before being packed in cases and shipped to the US.
But the first ad, Absolut Perfection, was published in 1980 and the rest, as they say, is history. The advertising campaign now is still based on the same concept, has won over 350 awards around the world, and included collaborations with artists such as Andy Warhol, Keith Haring, Damien Hirst as well as fashion designers such as Gianni Versace, Jean-Paul Gaultier and David Cameron.
In short, an achievement well worth a birthday toast.
Heavy metal legend Bruce Dickinson - lead singer of the band Iron Maiden, for the unitiated - is clearly a man not afraid to get his hands dirty. ...
The homebrewing revival continues in the UK - and evidence has come that even the supermarket chains are taking it semi-seriously. ...
Does Pernod Ricard have something to hide? In a press conference after the release of full-year results today, only a quarter of the 100 minutes were given over to questions from journalists....
Here's a round-up of the top stories on just-drinks last week, featuring Carlsberg, Heineken, Coca-Cola Amatil, California's winelands and Cognac....
- The End of the Road for International Beer Brands?
- Allegro: The shape of things to come at Pernod?
- Pernod Ricard's FY Performance by Region, Brand
- Comment - Another One Bites Bacardi's Dust
- US craft vodka puts squeeze on Pernod's Absolut
- Pernod bemoans tough FY as sales, profits drop
- ASA bans Jägermeister TV ad
- Pernod Ricard set for CMO switch
- Scotch whisky leaders sign pro-UK letter
- Molson Coors appoints Europe CEO