Absolut Vodka

{{Infobox Beverage

|name=Absolut Vodka

|image= Absolut Vodka Logo.svg

|type=Vodka

|abv= 40%

|manufacturer=The Absolut Company AB (Pernod Ricard)

|origin= Åhus, Sweden

|introduced=1879

|discontinued=

|proof= 80–100

|related= List of vodkas

|website={{URL|https://www.absolut.com/}}}}

Absolut Vodka is a brand of vodka, produced near Åhus, in southern Sweden. Absolut is a part of the French group Pernod Ricard. Pernod Ricard bought Absolut for €5.63 billion in 2008 (equivalent to €{{formatprice|{{inflation|EU|5,630,000,000|2008}}}} in {{inflation/year|EU}}){{inflation/fn|EU}} from the Swedish state. Absolut is one of the largest brands of spirits in the world (after Smirnoff and Bacardi) and is sold in 126 countries.

History

File:Absolut Company Factory.jpg

Absolut was established in 1879 by Lars Olsson Smith. Smith challenged the city of Stockholm's liquor marketing monopoly with his vodka. It was sold outside the city border at a lower price than the monopoly's product. Smith offered free boat rides to the distillery and {{lang|sv|Rent Brännvin}} ("Pure Vodka") was highly successful.{{cite web |url=http://www.absolutad.com/absolut_about/history/story/ |title=The story |website=Absolutad.com |date=17 April 1979 |access-date=2020-03-14 |archive-date=8 May 2023 |archive-url=https://web.archive.org/web/20230508182141/http://absolutad.com/absolut_about/history/story/ |url-status=live }}

File:Lo-smith.jpg

In 1917, the Swedish government monopolized the country's alcohol industry. Vodka was then sold nationwide under the name {{lang|sv|Absolut Rent Brännvin}}. In 1979, the old name Absolut was picked up when the upper-price range Absolut Vodka was introduced. Renat is the name of another vodka product sold by Pernod Ricard Sweden AB.

Absolut Vodka was introduced to the global market in 1979. {{as of|2018}} Absolut sells over {{convert|100|e6L}} of vodka annually.{{cite web |first=Amy |last=Hopkins |url=https://www.thespiritsbusiness.com/2018/06/leading-vodka-brands-experience-change-of-fortune/ |title=Vodka giants experience change of fortune |website=The Spirits Business |date=15 June 2018 |access-date=2020-03-14 |archive-date=14 October 2019 |archive-url=https://web.archive.org/web/20191014121202/https://www.thespiritsbusiness.com/2018/06/leading-vodka-brands-experience-change-of-fortune/ |url-status=live }} The vodka is made from winter wheat and is produced now{{when|date=September 2024}} only in Åhus.{{citation needed|date=September 2024}}

File:Absolut vodka 04.jpg

Lars Olsson Smith

Lars Olsson Smith was born in 1836 in Kiaby and died in 1913 in Karlskrona, Sweden. L.O. Smith was an entrepreneur, parliamentarian and founder of {{lang|sv|Absolut Rent Brännvin}} ("Absolutely pure spirit"). It was the inspiration for Absolut Vodka. L.O. Smith launched a method that removes contaminants such as glut in the spirits. L.O. Smith came from a peasant family in Blekinge and quickly made a career in the retail trade as a 6-year-old. He later moved to Stockholm and started manufacturing and selling vodka at his factory at Reimersholme.{{cite book |title=The vodka king : the story of LO Smith |first=Pelle |last=Berglund |year=2018 |isbn=9789198426632 |publisher=Business History}}{{cite web|url=https://www.losmith.se/en/ |title=L.O. Smith – the man on the seal of the Absolut bottles |website=L.O. Smith |date=11 December 1913 |access-date=2020-03-14}}

Advertising

File:Absolut Vanilia Vodka 01.tif

In the early 1980s in New York, Absolut Vodka was popular among the creative community. Absolut's first advertising campaign was created by TBWA for the brand's U.S. Importer, Carillon Importers, Ltd.

The brand has a long-running advertising campaign created by TBWA.{{cite book |last=Tungate |first=Mark |date=2007 |title=Adland |location=Philadelphia |pages=[https://archive.org/details/adlandglobalhist00tung/page/133 133–134] |publisher=Kogan Page |isbn=978-0-7494-4837-0 |url-access=registration |url=https://archive.org/details/adlandglobalhist00tung/page/133 }}Absolut Legacy, book The first of these ads, typical of the rest, was introduced in 1981 and featured a picture of the bottle with a halo over the cap above the slogan "Absolut Perfection".

Absolut's first advertising campaign ran for more than twenty-five years from its launch in 1980. The campaign has encompassed many different kinds of ads, such as art, fashion, cities, spectaculars, Hollywood, etc. The advertising has won hundreds of awards, including charter membership in the American Marketing Association's Marketing Hall of Fame. Absolut was inducted into the Hall in 1992 along with just two other brands: Coca-Cola and Nike.’Absolut Book. The Absolut Vodka Advertising Story’ by Richard W. Lewis Also in 1992, Freedom Rings were featured in the first gay-specific Absolut Vodka ad, entitled Absolut Spada.{{cite web|title=Absolut Spada|url=https://www.glaad.org/advertising/library/absolut-spada|website=GLAAD|accessdate=29 December 2019|date=25 May 2012|archiveurl=https://web.archive.org/web/20181006200041/https://www.glaad.org/advertising/library/absolut-spada|archivedate=6 October 2018}}

In 1983, Carillon's president and CEO Michel Roux approached the artist Andy Warhol, whom he paid $65,000 to create an advertisement for Absolut.{{cite book |last=Lewis|first=Richard W.|date=1996 |title=ABSOLUT BOOK |url=https://archive.org/details/absolutbookabsol00lewi|url-access=registration|location=Boston |page=[https://archive.org/details/absolutbookabsol00lewi/page/65 65]|publisher=Journey Editions|isbn=1-885203-32-2}}{{Cite news |url=https://www.nytimes.com/2019/05/10/obituaries/michel-roux-dead.html |title=Michel Roux, Whose Vodka Success Was Absolut, Is Dead at 78 |last=Sandomir |first=Richard |date=10 May 2019 |work=The New York Times |access-date=2019-05-13 |language=en-US |issn=0362-4331 |archive-date=12 May 2019 |archive-url=https://web.archive.org/web/20190512140621/https://www.nytimes.com/2019/05/10/obituaries/michel-roux-dead.html |url-status=live }} Over the years, Carillon commissioned the work of well-known painters, graphic designers, fashion designers, as well as many up-and-coming artists. During the 2017 Corporate Art Awards Ceremony hosted by the President of the Italian Republic Sergio Mattarella at the Quirinal Palace,{{cite web|url=http://www.quirinale.it/elementi/Continua.aspx?tipo=Comunicato&key=3317|title=Il Presidente Mattarella ha ricevuto i partecipanti al Convegno "Mecenati del XXI secolo"|date=22 November 2017|access-date=12 February 2018|archive-date=3 January 2023|archive-url=https://web.archive.org/web/20230103135005/https://www.quirinale.it/elementi/Continua.aspx?tipo=Comunicato&key=3317|url-status=live}} Absolut received by pptArt a special award "for their long-running collaboration with 550 artists on 850 projects to shape their corporate image and brand".{{cite web|url=https://www.pptart.net/winners-corporate2017|title=Corporate Art Awards – Corporate winners|date=22 November 2017|access-date=12 February 2018|archive-date=2 February 2018|archive-url=https://web.archive.org/web/20180202071631/https://www.pptart.net/winners-corporate2017|url-status=live}} The talents included such names as Damien Hirst, Rosemarie Trockel, Helmut Newton, Javier Mariscal, Maurizio Cattelan, Louise Bourgeois, Alain Despert, and many, many more.

In 2005, Absolut invited American singer Lenny Kravitz to participate in its promotional campaign. The song "Breathe" was recorded and released.{{cite web |title=Lenny Kravitz – Breathe – hitparade.ch |url=https://hitparade.ch/song/Lenny-Kravitz/Breathe-176810 |publisher=hitparade.ch |access-date=2 July 2021}}{{cite web |title=Kravitz scoop backs Absolut Vodka ads |url=https://www.campaignlive.co.uk/article/kravitz-scoop-backs-absolut-vodka-ads/537427 |website=Campaign |access-date=2 July 2021 |date=24 January 2006 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909084912/https://www.campaignlive.co.uk/article/kravitz-scoop-backs-absolut-vodka-ads/537427 |url-status=live }} The song was remixed many times by various DJs.{{cite web |title=Song of the Day: Lenny Kravitz "Breathe" (Eric Roberson Remix) |url=http://www.djdmac.com/blog/song-day-lenny-kravitz-breathe-eric-roberson-remix/ |website=DJ D-Mac & Associates |access-date=2 July 2021 |date=31 August 2018}}{{cite web |title=Lenny Kravitz, Absolut Launches Absolut Kravitz, Breathe, Video Stream |url=https://www.contactmusic.com/lenny-kravitz/video/lennykravitzx18x01x06 |publisher=contactmusic.com |access-date=2 July 2021 |date=18 January 2006 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909084907/https://www.contactmusic.com/lenny-kravitz/video/lennykravitzx18x01x06 |url-status=live }}

In 2007, Absolut introduced its new global campaign, "In An Absolut World",{{cite web|url=https://adage.com/creativity/work/absolut-world/4768 |title=Absolut : In An Absolut World |publisher=Ad Age |date=2 May 2007 |access-date=2020-03-14}}{{cite web |last=Lynch |first=Jason |url=https://www.adweek.com/brand-marketing/absolut-world-debuts-88759/ |title='Absolut World' Debuts – Adweek |publisher=Adweek.com |date=27 April 2007 |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909084942/https://www.adweek.com/brand-marketing/absolut-world-debuts-88759/ |url-status=live }} created by TBWA/Chiat/Day.

In 2008, an advertisement placed in Mexican publications and on Mexican billboards featured a map of the U.S. and Mexico with the boundaries between the two as they were prior to the 1836 Texas Revolution and the Mexican–American War. Media outlets reported on some American consumers' reactions at the advert's perceived insensitivity to immigration issues.{{cite web|url=http://latimesblogs.latimes.com/laplaza/2008/04/mexico-reconque.html|title=Mexico reconquers California? Absolut drinks to that!|work=Los Angeles Times|date=3 April 2008|access-date=21 September 2015|archive-date=9 September 2024|archive-url=https://web.archive.org/web/20240909085025/https://www.latimes.com/archives/blogs/la-plaza/story/2008-04-03/mexico-reconquers-california-absolut-drinks-to-that|url-status=live}}{{cite web|url=https://foreignpolicy.com/2008/04/08/tuesday-map-absolut-reconquista/|title=Tuesday Map: Absolut Reconquista|work=Foreign Policy|access-date=5 March 2017|archive-date=20 September 2017|archive-url=https://web.archive.org/web/20170920092817/http://foreignpolicy.com/2008/04/08/tuesday-map-absolut-reconquista/|url-status=live}}{{cite web|url=http://www.lavanguardia.com/gente/20080407/53452687990/la-reconquista-mexicana-de-absolut.html|title=La reconquista mexicana de Absolut|date=7 April 2008|work=La Vanguardia|access-date=21 September 2015|archive-date=9 September 2024|archive-url=https://web.archive.org/web/20240909084916/https://www.lavanguardia.com/gente/20240909/9924545/pasion-besos-sean-penn-madrid-actriz-edad-hijos.html?facet=smart&|url-status=live}}

Absolut responded that the adverts were purely whimsical, with no political or nationalist agenda, but its critics were adamant. Absolut later issued a public apology and withdrew the advert.{{cite magazine|url=http://content.time.com/time/world/article/0,8599,1728801,00.html|title=A Vodka Tonic for Mexico's Loss?|date=8 April 2008|magazine=Time|last1=Grillo|first1=Ioan|access-date=21 September 2015|archive-date=9 September 2024|archive-url=https://web.archive.org/web/20240909085931/https://time.com/archive/6943041/a-vodka-tonic-for-mexicos-loss/|url-status=live}}

In 2009, Absolut debuted a campaign with renowned fashion photographer Ellen Von Unwerth{{cite web |url=https://www.adsoftheworld.com/media/print/absolut_bloody_base |title=Absolut Print Advert By TBWA: Bloody base |website=Ads of the World |date=2 December 2009 |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909085959/https://api.intentiq.com/profiles_engine/ProfilesEngineServlet?at=39&mi=10&dpi=793790479&pt=17&dpn=1&jsver=5.09&iiqidtype=2&iiqpcid=314e08d8-bb41-47a6-b7f3-7bfdb43eb660&iiqpciddate=1725872399009&iiqcallcount=0&iiqfailcount=0&iiqnodata=false&iiqlocalstorageenabled=true&tsrnd=524_1725872399010&fbp=3488738288&cttl=43200000&rrtt=0&dud=0&abtg=A&iiqppcc=0&ref=www.adsoftheworld.com |url-status=live }} and actresses Kate Beckinsale and Zooey Deschanel to celebrate different Absolut drinks.

In 2010 Absolut collaborated with Spike Jonze to create a short film entitled I’m here.{{cite web|author=Duncan Macleod |url=http://theinspirationroom.com/daily/2010/absolut-im-here/ |title=Absolut I'm Here |publisher=The Inspiration Room |date=24 January 2010 |access-date=2020-03-14}} The short film was screened at festivals such as Sundance Film Festival and Berlin Film Festival.

In 2012, Absolut partnered with Swedish House Mafia to create an original track and music video to promote Absolut Greyhound cocktail. "Greyhound"–which is the title of the drink, the video, and the actual music track–is a video created by TBWA\Chiat\Day, where three groups of racing enthusiasts converge on the Bonneville Salt Flats to watch robotic greyhounds speed across the plains, holding pink Absolut Greyhounds in their hands.{{cite web |url=https://www.fastcompany.com/1680095/absoluts-robo-greyhound-driven-video-extravaganza |title=Absolut's Robo Greyhound-Driven Video Extravaganza |date=13 March 2012 |website=Fast Company |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909085926/https://www.fastcompany.com/1680095/absoluts-robo-greyhound-driven-video-extravaganza |url-status=live }}{{cite web |url=https://thisisnotadvertising.wordpress.com/2012/03/23/absolut-vodkaswedish-house-mafia-greyhound/ |title=Absolut Vodka/Swedish House Mafia – Greyhound | This is not Advertising |publisher=Thisisnotadvertising.wordpress.com |date=23 March 2012 |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909090056/https://thisisnotadvertising.wordpress.com/2012/03/23/absolut-vodkaswedish-house-mafia-greyhound/ |url-status=live }}

In 2013, Absolut launched the Global 'Transform Today' Campaign by the creative agency, Sid Lee. The creative features four artists. Sid Lee recruited four international emerging artists to inspire younger generations. French artist, director and musician Woodkid, American digital media artist Aaron Koblin, fashion designer Yiqing Yin and Brazilian graphic novel artists Rafael Grampa is featured.{{cite web |url=https://www.mediapost.com/publications/article/209049/absolut-launches-global-transform-today-campaign.html |title=Absolut Launches Global 'Transform Today' Campaign 09/16/2013 |publisher=Mediapost.com |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909085933/https://www.mediapost.com/publications/article/209049/absolut-launches-global-transform-today-campaign.html |url-status=live }}{{cite web |url=http://www.pdoubleet.com/absolut-transform-today |title=Absolut Transform Today — PEET |publisher=Pdoubleet.com |access-date=2020-03-14 |archive-date=9 September 2024 |archive-url=https://web.archive.org/web/20240909085933/http://andrew-peet.com/absolut-transform-today |url-status=live }}{{cite web|url=https://adage.com/creativity/work/transform-today/32565 |title=From Warhol to Koblin & Woodkid: Sid Lee Taps Modern Day Artists for New Absolut Campaign |publisher=Ad Age |date=9 September 2013 |access-date=2020-03-14}}

As part of this platform, Absolut launched the Absolut Creative Competition in 2018 which was an art competition.{{Cite web|url = https://www.wallpaper.com/w-bespoke/absolut|title = Creative spirits: Meet the Absolut Creative Competition judges|date = 14 December 2018|access-date = 11 October 2019|archive-date = 11 October 2019|archive-url = https://web.archive.org/web/20191011113403/https://www.wallpaper.com/w-bespoke/absolut|url-status = live}}{{cite web |url=https://www.absolut.com/se/press/absolut-creative-competition-winner/ |title=Absolut Vodka – Absolut Creative Competition Winner |publisher=Absolut.com |access-date=2020-03-14 |archive-date=2019-10-11 |archive-url=https://web.archive.org/web/20191011113402/https://www.absolut.com/se/press/absolut-creative-competition-winner/ |url-status=dead }} In May 2019 Absolut announced the global winner that was selected by global juries such as Mickalene Thomas, Aaron Cezar and Bose Krishnamachari. Sarah Saroufim from Lebanon was declared the winner from 7,500 entrants with her design.

Controversies

After pausing its production in Russia due to the Russian invasion of Ukraine in February 2022, Pernod Ricard resumed the export of Absolut Vodka in April 2023, leading to widespread criticism in Sweden. As a result, Pernod Ricard decided to once again stop its operations in Russia.{{Cite web |website=Telewizja Polska |title=Sweden: Absolut Vodka producer resumes exports to Russia |url=https://tvpworld.com/69127138/sweden-absolut-vodka-producer-resumes-exports-to-russia |access-date=2023-04-14 |language=en |archive-date=14 April 2023 |archive-url=https://web.archive.org/web/20230414011947/https://tvpworld.com/69127138/sweden-absolut-vodka-producer-resumes-exports-to-russia |url-status=dead }}