TRAVEL RETAIL: Pernod Ricard unveils Absolut Denim

By | 8 March 2013

Click through to view Pernod Ricards Absolut Denim

Click through to view Pernod Ricard's Absolut Denim

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Pernod Ricard has launched a denim-wrapped gift sleeve for its Absolut vodka brand across travel retail.

Absolut Denim also features a packaging “shield” that keeps a freezer-cooled bottle cold for up to two hours, Pernod Ricard said today (8 March). The launch will be supported by a multi-media marketing campaign and installations in “major international airports”, Pernod said.

Pernod teamed up with Brooklyn designer Loren Cronk to create the denim sleeve, which also displays a QR code that takes consumers to the Absolut website's cocktail recipes. 

In September, the UK drinks industry's marketing watchdog rejected a complaint that a limited-edition bottle of Absolut Vodka appealed to under-18s. 

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 a wide range of whiskies, anise drinks, liqueurs, cognacs and brandies, white spirit, rums, bitters and wines. The company distributes its products under the brands, namely, ABSOLUT Vodka, Jacob’s Creek, Ballantine’s, Ricard, Chivas Regal, Malibu, Stolichnaya, Havana Club, Jameson, Beefeater, Kahlua, Martell, Montana, Mumm, The Glenlivet and Perrier-Jouet. The company principally operates in the regions of North America, Europe and Asia Pacific. Its products are distributed in around 70 countries across the world.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Pernod, Absolut, Ricard

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