SWEDEN. The Nuance Group Sweden and The Absolut Company have teamed up to launch Absolut No Label, the latest reference from the leading premium vodka brand.
The limited-edition pack is exclusively available from The Nuance Group’s Swedish tax free and duty free stores from 22 May until the end of June. Within Scandinavia the exclusivity will extend further, until the end of August.
As the campaign theme indicates, the No Label bottle has no label and no logo. It is ‘naked’ except for an easily removable campaign sticker with the campaign message and the address for the campaign website, where consumers can find more information and state their opinions. The bottle is produced in a limited edition and its number is printed on a neckhanger, making it a numbered collector’s item.
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Absolut No Label: A novel addition to the leading premium vodka brand’s portfolio |
After its Swedish launch the bottle will be distributed to selected outlets in key cities around the world.
“In an Absolut world there are no labels,” said The Absolut Company Global Travel Retail Director Anders Olsson. “No-one is judged on the basis of prejudices, and everybody is encouraged to be who they really are. Seeing beyond stereotyped labels makes the world more vibrant, diverse and respectful.”
The Nuance Group Sweden General Manager Karl Walter expressed his delight at the choice of Nuance to present the new product. “The Nuance Group places great emphasis on creating a relevant local offer for each of its stores,” he said.
“Swedish by origin, Absolut is a very important part of our “˜World of Vodka’ at the Stockholm Arlanda Tax Free Store, boasting a very prominent display. It will be a particular pleasure to add this limited-edition No Label line to our liquor offer in Sweden, providing our customers with a truly exclusive offer ahead of any other store downtown or at any airport in the world.”
About Absolut in travel retail
Based in Stockholm, The Absolut Company is part of Pernod Ricard. The Absolut Company Global Travel Retail’s portfolio includes Absolut Vodka and Level Vodka. Absolut vodka is the world’s number one-selling premium vodka in duty free/travel retail, the number two spirits brand overall within the market and the fastest-growing.
Globally, Absolut vodka is the world’s fourth largest international spirit with sales through 126 markets. The Absolut Company has the worldwide responsibility for the production, marketing and commercial development of Absolut vodka and Level vodka.
MORE STORIES ON THE ABSOLUT COMPANY
Absolut’s logo-free launch reveals its naked ambition – 22/05/09
Absolut makes a splash across Europe and Asia – 08/12/08
Absolut gift pack shakes, rattles and rolls into Changi – 24/09/08
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