Brand: Absolut
Launch: Pernod Ricard India has partnered with Delhi Duty Free Services (DDFS) and DFS Mumbai to launch a limited edition Absolut India into travel retail. Absolut India is the latest extension of a line of limited editions celebrating global destinations including London, Brooklyn, Mexico, San Francisco and Australia.
Pernod Ricard India has partnered with Delhi Duty Free Services and DFS Mumbai to launch the limited edition Absolut India |
Details: The limited edition features artwork by a young artist Shaheen Baig from Mumbai. Influenced by art from 18th century India, the design aims to capture the spirit of the Indian nation. The flavour is inspired by tropical summer fruit; with tastes of mango and pepper, it is described as smooth and mellow with a well-balanced spiciness.
Comments: Pernod Ricard India Executive Director – Business Development Sumeet Lamba: “Absolut India is a tribute to a multicultural and rich artistic heritage of India and to its people. The winning design was crowd sourced from India. With this launch Absolut has continued its trendsetting tradition of artistic collaboration.”
Pernod Ricard India Business Head – International Brands Kartik Mohindra: “Absolut has built a strong association with art and creativity in a very short time in India with its collaborations with leading artists like Anish Kapoor, Subodh Gupta, Vikram Seth and Bharti Kher. Launch of Absolut India is our way of celebrating all that this multi-faceted country has to offer – be it culture, heritage, people, history, colours, etc.”
Designer Shaheen Baig added: “I am delighted to be a part of the rich creative heritage of an iconic brand. India is a beautiful colourful cocktail – a mix of interesting ingredients. This is what I endeavoured to showcase through my design with all things Indian; rich heritage, diversity, liveliness, warmth and colour.”
Delhi Duty Free Services CEO Duncan Lawley said: “As the largest duty free retailer in India we feel the need to continuously innovate within our product ranges to offer our passengers a fantastic experience every time. The launch of Absolut India Limited Edition is a brilliant example of this innovation and one that is guaranteed to be a big hit in our stores with its rich Indian design. It is a significant addition to our ever increasing white spirits range.”
According to Absolut many of its limited editions have been designed by renowned artists, but with the India edition, Absolut decided to “reach out to the local talent and creative minds in India to design the “˜Absolut India Limited Edition’ and become a part of history”. The brand said designs were received from across the country and judged by prominent creative personalities from different fields in India. The final selection took into consideration an idea capturing essence of India, style, creativity, boldness and popularity of design through online voting.
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Absolut India features features artwork by young local artist Shaheen Baig whose design aims to capture the spirit of the multifaceted Indian nation | |
