Absolut: brand profile

Absolut became the world's most fashionable spirits brand during the 1990s: a vodka which managed to transform itself into a style icon, largely as a result of one of the ad industry's most admired and most consistently imaginative marketing campaigns. The ads themselves have become collector's items, selling for as much as $50 for a page simply torn out of an old glossy magazine! But this is no longer just a trendy cult tipple. Absolut is the world's #4 spirits brand by volume, sold in 126 markets, and one of the few spirits brands which has consistently notched up sales increases in what was for many years a shrinking market. Sweden's best-known drinks brand continues to put serious pressure on market leaders Bacardi and Smirnoff. In 2008, Absolut and its parent company Vin & Sprit of Sweden were acquired by Pernod-Ricard for a total of E5.6bn. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Competitors: See Spirits & Wine Sector index for other brands and companies

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Absolut website

Level vodka	Plymouth Gin
Fris	Cruzan Rum
Absolut Cut

Vin & Sprit

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