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Absolut Pernod Ricard Marketing Director Global Travel Retail Magnus Bidestam (left) and the Absolut team hosted the launch event for Absolut Flavor of the Tropics, the latest addition to the brand’s growing vodka portfolio, at Le Palais Bulles |
FRANCE. Leading premium vodka brand Absolut unveiled the latest addition to its growing flavoured vodka portfolio at a spectacular launch event held yesterday evening at Le Palais Bulles – the iconic residence of Pierre Cardin.
Absolut Flavor of the Tropics is the first limited-edition flavour from Absolut to be launched exclusively in the global travel retail sector. It will be released in Europe and the Americas in January, then throughout rest of the world in February.
“We are extremely excited about this unique launch,” said Absolut Company Global Travel Retail Director Anders Olsson.
“It’s the first time that we have the privilege of introducing a brand new, innovative flavour exclusively to our travelling consumers, who are always on the lookout for something new and thrilling – something that can’t be found back home.
“For a leading edge, creative brand such as Absolut, it’s crucial that we always have something to offer to meet and surpass these challenging demands – something new and fresh and unexpected.”
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Le Palais Bulles, the iconic residence of Pierre Cardin, was the venue for the launch event |
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Absolut Flavor of the Tropics will be available exclusively to travelling consumers for a limited period | |
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Flavor of the Tropics has a succulent tropical flavour and is rich with the natural sweetness of orange, mango, lychee and melon, with notes of pineapple and berries, said the brand owner. According to Olsson it is best enjoyed when served in drinks by just adding orange. Consequently a number of signature drinks, primarily based on orange juice, have been created by a leading international bartender.
“Of course these unique signature drinks are even better if you can use freshly squeezed orange juice and fresh fruits in the drinks,” said Olsson. “The combination of freshness and sweetness is quite sensational.”
“The exclusive campaign, which kicks off in January, is supported by a full-scale, 360° campaign using all available elements of the marketing mix – advertising, PR, in-store activities and tastings, moving media, and unique brand installations and experiences in travel retail arenas. The campaign reflects the premiumness and excitement of this unique limited edition product,” Olsen added.
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