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The Absolut Watkins bottle decor and imagery was designed by Swedish fashion illustrator and artist Liselotte Watkins |
EUROPE. Pernod Ricard Travel Retail has launched Absolut Watkins in duty free and travel retail markets across Europe through winter/spring 2011.
As reported, the new limited edition flavour from Absolut was created for global travellers and is said to reflect “the excitement, glamour and star quality of the globetrotting fashion world”.
The Absolut Watkins launch premiered in Amsterdam Airport Schiphol in January 2011, followed by launches in Sweden at Stockholm Arlanda Airport on 14 February and in Paris Charles de Gaulle on 21 February. It will be rolled out throughout April in London Heathrow, Istanbul, Rome and Frankfurt airports.
The 360-degree marketing campaign in duty free/travel retail includes in-store brand installations.
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The Absolut Watkins launch premiered in Amsterdam Airport Schiphol in January, backed by a 360-degree campaign |
“We are thrilled to see yet another innovative product launch from Absolut,” said Pernod Ricard Travel Retail Europe Marketing Director John Smailes.
“We are confident the flavour combination will appeal to the adventurous European traveller and the unique bottle design will become a covetable collector’s piece. The in-store tastings will add theatre to the launch and encourage consumers to experiment with the original cocktail recipes.”
Absolut Watkins contains notes of freshly ground coffee, almond, caramel and warm chilli. A signature cocktail has been created, comprising Absolut Watkins and cola poured over ice. A dossier of drinks recipes is also available.
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“˜Just add cola’: A signature cocktail has been created, comprising Absolut Watkins and cola poured over ice |
The bottle is created by celebrated Swedish fashion illustrator and artist, Liselotte Watkins, known for her designs for fashion brands such as Miu Miu, Anna Sui and Barney’s as well as for magazines such as Vogue and The New Yorker, according to Absolut.
“Absolut Watkins is a most exciting launch for us indeed,” said The Absolut Company Global Travel Retail Director Anders Olsson. “Since our target group is global travellers, and all of our operations are all about travelling, it’s a treat for us to be able to celebrate the entire concept of stylish travel with a brand new and unique product.”
