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Absolut Gustafson will be launched in the global duty free and travel retail channel in April 2012 |
Absolut Gustafson, a new limited-edition flavoured vodka created exclusively for travel retail, was introduced at the TFWA World Exhibition in Cannes last week.
Building on recent launches Absolut Flavour of the Tropics and Absolut Watkins, Gustafson will be launched in the global duty free and travel retail channel in April 2012.
Flavoured with cherries, strawberries, cardamom and chai, Absolut Gustafson was created in collaboration with Sweden-born artist and fashion illustrator Mats Gustafson. Gustafson’s bottle design features a dramatic green and bright pink horizon, painted with his characteristic light-handed and sensual brush strokes.
“The pink represents the berries, the green the cardamom and the more earthy qualities,” said Gustafson. “The final artwork combines these two colour blocks and, for me, they translate into the earth and the sky. The horizon is a great metaphor for travelling, for looking far and beyond.”
Director of The Absolut Company Global Travel Retail Anders Olsson said: “This launch is very exciting for us. It’s far more than just a one-off promotion; it continues our proud legacy of creative partnerships in the fields of art and fashion that started back in 1985, with the groundbreaking Absolut Warhol campaign. It is thus a key initiative in our overall brand image building strategy, which is based on constant re-invention. The fact that we are launching this new flavour exclusively for travellers is yet another tribute to the great strategic importance that our market has – and always has had – in the brand image marketing philosophy of Absolut.”
Absolut is marketed in global duty free by brand-owner Pernod Ricard Travel Retail.
