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Pernod Ricard launches Absolut World in Travel Retail

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Pernod Ricard has lined up the first Travel Retail-exclusive bottling of its Absolut vodka in three years.

Absolut World is the first GTR-exclusive Absolut for three years

Absolut World is the first GTR-exclusive Absolut for three years

The company's GTR unit said today that Absolut World, which features a design by Swedish illustrator Kari Moden, is inspired by "global unity". The launch will be supported by a digital campaign, asking people to share experiences and places as part of an online 'Travellers Exchange' via Absolut.com/globalselfie.

Meanwhile, airport activations include merchandising and outdoor media activity in Frankfurt, Singapore Changi, Sydney, Melbourne, Brisbane, Perth and Auckland. As well as various digital activities, Pernod has partnered with JCDecaux to show travellers' global selfies, using smart technology, across screens at two airports simultaneously.

"We're proud to be adding to the celebration of togetherness through technology and a digital campaign that connects people around the globe as well as enhances the travel experience," said Lisa McCann, brand director for Absolut with Pernod Ricard Global Travel Retail.

The campaign kicks off in May and will run until the end of July.

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