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Pernod Ricard Pacific Travel Retail has launched the first Australian line extension for Absolut vodka, Absolut Oz. The supplier partnered with famous Australian film director Baz Luhrmann to create the blend, which is being promoted through activations with The Nuance Group at Sydney, Melbourne, Brisbane and Perth airports.
The extension is the latest in a line of limited editions celebrating iconic global destinations, including London, Brooklyn, Mexico and San Francisco. Absolut Oz – featuring a blend of orange, eucalyptus, rosemary, clove, cardamom and grapefruit – is presented in a bottle that is said to capture the essence of Australia, bearing the subtitle “˜A Baz Luhrmann Production’.
Nuance Australia’s consumers will be able to sample Absolut Oz in stores between 28 April and 8 June, choosing between four cocktails named after the country’s most famous beaches – Tamarama, Bells, Cable and Avoca.
Absolut Oz features a specially designed neck tag with story notes, images and recipes for each of the four cocktails. It is available in one-litre bottles priced at A$32.95 (US$30.77)
Pernod Ricard Australia Managing Director Julien Hemard said: “To be able to mark Australia’s very first limited edition with a figure like Baz is a huge accolade that we know Australia and the rest of the world will be as thrilled about as we are. We envisage this as being that added ray of sunshine to travellers’ trips.”
Luhrmann said: “Absolut Oz is a distillation of the unifying truth that we are all equal under the sun. While creating the drinks which feature and celebrate Absolut Oz, we reflected on that moment when the sun dips below the horizon and, as we say in the movies, the magic hour is upon us.”
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The launch of Absolut Oz is supported by activations at Australian airports highlighting the country’s unique beach culture |
