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Collector’s item: Absolut Flavor of the Tropics |
INTERNATIONAL. Absolut Flavor of the Tropics, the new limited-edition flavour from the world-leading premium vodka brand, is to be launched next month in Europe and Asia.
In Europe, the new flavoured vodka will be launched with a full-scale campaign at London Heathrow Airport. This exclusive global travel retail launch will then roll out, starting at Paris Charles de Gaulle on 24 February, Frankfurt and Barcelona in March, and Istanbul in April.
In Asia, the product will be launched with a comprehensive campaign in Singapore Changi Airport in February, followed by a roll-out across the continent, reaching Hong Kong, Thailand, Malaysia, Vietnam and South Korea in March.
“Throughout Changi and the other Asian airports, brand ambassadors dressed in specially designed tropical outfits will invite travellers to enjoy Absolut Flavor of the Tropics signature cocktails,” said Pernod Ricard Asia Duty Free Marketing Director Winnie Wan.
Travellers will be able to experience brand installations and sensory adventures, she said. “We hope to give the travellers a truly hot and sweet taste of the tropics.”
“In European airports, we’ll be conducting tastings with the new flavour, mixed with orange,” commented Pernod Ricard Travel Retail Europe Head of Marketing John Smailes. “We’ll also be evoking travellers’ senses by sampling individual aromatic scents of the five tropical flavours present in Absolut Flavor of the Tropics – orange, mango, lychee, pineapple and melon. We are delighted that the campaign is being executed in collaboration with key travel retailers in this region.”
Enthused The Absolut Company Director of Global Travel Retail Anders Olsson: “We are extremely excited about this unique launch. 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 look-out 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, fresh and unexpected.”
Designed to be a collector’s item, the limited-edition bottle with its bright orange and deep red highlights has been created to stand out on-shelf.
A full-scale marketing campaign will use advertising, PR, in-store activities and tastings, moving media, and brand installations and experiences in travel retail arenas. The campaign aims to reflect the premium quality and excitement of the limited-edition product, the brand owner said.
About Absolut Flavor of the Tropics
Absolut Flavor of the Tropics is the first ever limited-edition flavour from Absolut Vodka to be launched exclusively in the global travel retail market. The new flavour will be available exclusively to travelling consumers in a striking collector’s item bottle for a limited time.
The vodka flavour is described as rich with notes of orange, mango, lychee, melon, pineapple and berries.
The product is best enjoyed with orange juice or other fresh fruit juices added. A number of drinks, mixed with fresh fruit juices, have been created by a star bartender, including the signature drink The Zenith, simply mixed with orange over ice.
About Absolut in travel retail
Absolut Vodka is the world’s best-selling premium vodka in travel retail and the number two spirits brand overall in this market. It is the fastest-growing brand overall in travel retail ever since 2004.
Absolut is the world’s number one selling premium vodka and the world’s number two – and fastest-growing – spirits brand overall in travel retail. Globally, it is the fourth largest international spirit brand, available in more than 150 markets.
The other Absolut flavours are Mango (introduced in 2008), Pears (2007), 100 (introduced in 2007), Ruby Red (2006), Apeach (2005), Raspberri (2004), Vanilia (2003), Mandrin (1999), Kurant (1992), Citron (1988) and Peppar (1986).
The launch of Citron in 1988 is said to have opened the segment of flavoured vodkas in the US. The reference is still the number one brand in the flavoured vodka category in the US, according to NABCA/DISCUS 2007 data.
The Absolut Company has the worldwide responsibility for the production and marketing of Absolut Vodka, Malibu and Kahlúa: Absolut Vodka is the world’s fourth-largest premium spirits brand; Malibu is the number one coconut-flavoured rum in the world, sold in more than 150 countries; and Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. As of July 2008, The Absolut Company became part of the Pernod Ricard group.
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Absolut launches latest “˜Flavor of the Tropics’ limited-edition vodka in spectacular fashion at Cannes – 20/10/09
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