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Total shipments of Absolut Vodka rose +5% to 8.5 million nine-litre cases in 2004 |
SWEDEN. Shipments of Absolut Vodka have reached record levels, according to spirits firm V&S Absolut Spirits. The super-premium vodka is now sold on 126 markets.
Absolut Vodka, the world’s third largest international spirits brand, continues to grow for the ninth consecutive year. Total shipments increased +5% to 8.5 million nine-litre cases in 2004 (76.1 million litres).
In addition, V&S Absolut Spirits introduced a new brand, Level Vodka, which reached the highest volume ever of a super-premium vodka in its first year on the US market, according to the firm.
In the US, the largest market for Absolut Vodka, sales to retailers rose +3.4% to 4.6 million nine-litre cases (41.8 million litres), or +4% and nearly 5 million nine-litre cases (45 million litres), including US duty-free sales.
Bengt Baron, CEO of V&S Group, which includes V&S Absolut Spirits, said: “We are pleased that the US market reached the aggressive goals we set for it. Our subsidiary, The Absolut Spirits Company, and our American partner, FutureBrands, are making the most of the momentum Absolut Vodka has on the US market.”
Shipments to other world markets were up +14% in 2004. In Western Europe, markets such as Germany and the UK were mainly credited with this growth, while in Eastern and Central Europe, Poland and Russia were key markets. Asia Pacific shipments surged by +56%. China, with its “remarkable development” in 2004, is now the largest market in Asia for Absolut Vodka, says the firm.
Sweden has dropped three places on the Absolut Vodka top ten markets list since 2003, returning to seventh place with 157,000 nine-litre cases (1.4 million litres). This reduction was attributed to the high alcohol taxes in Sweden and the fact that many people buy alcohol in neighbouring countries. Sales of Absolut Vodka in neighbouring countries have increased, which can partly be explained by the Swedes’ new buying habits, according to V&S.
Highly-paced product development
V&S Absolut Spirits continues to move ahead with product development. The range was extended in 2004 with three new launches: Level, a super-premium vodka, Absolut Raspberri, a new raspberry-flavoured vodka (the sixth flavour) and Absolut Cut, a pre-mixed drink. Level vodka was launched in March in the US and Sweden. In its first 10 months on the US market, Level recorded sales to retailers of 97,000 nine-litre cases (873,000 litres).
The company claims this is the highest volume ever reached by a super-premium vodka in its first year on the US market. “We are proud of Level, and the results have met our expectations,” commented Bengt Baron.
Absolut Raspberri was launched in the US, Sweden and in other markets, and has been well received, as has Absolut Cut, introduced in Canada and the UK. Absolut Cut is a collaboration with InBev, the world’s largest brewery.
V&S Absolut Spirits, part of V&S Group, produces and markets Absolut Vodka, Absolut Cut, Level, Danzka Vodka, FRS Vodka and Plymouth Gin.
MORE STORIES ON ABSOLUT VODKA
Absolut vodka looks for fruitful gains in duty free with launch of Raspberri flavour – 07/09/04
V&S Group unveils new exhibition approach as it brings a new Level to duty free – 21/04/04
Absolut is right on the Level with major super-premium launch – 09/11/03
