ABSOLUT WATKINS - Press release 101019

Stockholm, Oct 19, 2010
Press release
Introducing the fabulous new limited edition flavor from the world’s leading premium vodka brand
ABSOLUT WATKINS!
Last night, on October 18th, it was “sneak” premièred at a spectacular release party at Villa L’Abri in
Cannes — ABSOLUT WATKINS, the smashing new limited edition flavor from ABSOLUT, created
exclusively for global travelers, reflecting all of the excitement, glamour and star quality of the
globetrotting fashion world. ABSOLUT WATKINS will be launched throughout the global duty
free/travel retail market in January 2011.
ABSOLUT WATKINS is a truly innovative new flavor; rich, smooth and sensual in taste and aroma with
the distinct, mysteriously luxurious qualities of freshly ground coffee with notes of almond, caramel and
warm chilli.
The extravagant and glamorous decor of the unique limited edition ABSOLUT WATKINS bottle was
created by celebrated Swedish fashion illustrator and artist, Liselotte Watkins, famous 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.
“Having my name on the ABSOLUT bottle is crazy and fantastic,” said Stockholm and Milan based
Watkins. ”I’m Swedish, so the brand has always been there for me, and looking back at previous
ABSOLUT collaborations, it’s truly a great honor to be in that company.”
“With my bottle decor and the campaign imagery, I wanted to convey something of my own vision
regarding the archetype of cosmopolitan glamour,” Watkins continues. “The flavor is a traveler’s
exclusive and traveling is one of my great passions. Everything I do is all about people and places,
traveling and new experiences.”
The “sneak première” of ABSOLUT WATKINS was staged at legendary Villa L’Abri in Cannes during
the TFWA World Exhibition at an extravagant party for trade press and VIPs, complete with set designs
The Absolut Company has worldwide responsibility for the production and marketing of ABSOLUT VODKA, Malibu, and
Kahlúa. ABSOLUT VODKA is the world's fourth largest premium spirits brand. Every bottle of ABSOLUT VODKA is produced
in Åhus in southern Sweden. Malibu is the number-one coconut-flavored rum in the world, sold in more than 150 countries.
Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. As of July 2008, The
Absolut Company is a company within the Pernod Ricard group, which holds one of the most prestigious brand portfolios in the
sector.
and extras employed to add an out-of-the-ordinary sense of the timeless glamour of classic luxury travel,
naturally all in the presence of the artist Liselotte Watkins. ABSOLUT WATKINS was received with
great delight and enthusiasm by the invited audience.
“ABSOLUT WATKINS is a most exciting launch for us indeed,” said Anders Olsson, Director of The
Absolut Company Global Travel Retail. “Since our target group is global travelers, and all of our
operations are all about traveling, it’s a treat for us to be able to celebrate the entire concept of stylish
travel with a brand new and unique product. Also, we’ve been delighted to be involved in this kind of
creative collaboration with Liselotte Watkins, honoring, you might say, the creative roots of our
ABSOLUT brand.”
Just add cola!
The ABSOLUT WATKINS launch will be backed by a powerful 360-degree marketing campaign in duty
free/travel retail markets worldwide, including unique in-store brand installations. A special signature
cocktail has been created, ABSOLUT WATKINS AND COLA, with ABSOLUT WATKINS and cola
simply poured over ice. A dossier of drinks recipes also presents a number of other irresistibly glamorous
ABSOLUT WATKINS cocktails.
The exclusive ABSOLUT WATKINS campaign is being executed worldwide by Pernod Ricard Travel
Retail.
For more information and images, please contact Victoria Rhodes, Debbie Coxon or Sally Alexander at
Focus PR by telephone at: +44 (0) 20 7845 6600 or by e-mail at: [email protected]
The Absolut Company has worldwide responsibility for the production and marketing of ABSOLUT VODKA, Malibu, and
Kahlúa. ABSOLUT VODKA is the world's fourth largest premium spirits brand. Every bottle of ABSOLUT VODKA is produced
in Åhus in southern Sweden. Malibu is the number-one coconut-flavored rum in the world, sold in more than 150 countries.
Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. As of July 2008, The
Absolut Company is a company within the Pernod Ricard group, which holds one of the most prestigious brand portfolios in the
sector.
Notes to the editor
• ABSOLUT VODKA is the world’s best-selling premium vodka in duty-free travel retail and the
Number-two spirits brand overall within this market.
• ABSOLUT has been the fastest-growing brand overall in duty-free travel retail ever since 2004.
• All members of the ABSOLUT VODKA family are made from all-natural ingredients, with no sugar
added. The other flavors are ABSOLUT BERRI AÇAI (introduced in 2010), ABSOLUT FLAVOR OF
THE TROPICS (2010 – the first ever Limited Edition Flavor exclusively for duty-free travel retail),
ABSOLUT MANGO (introduced in 2008), ABSOLUT PEARS (2007), ABSOLUT 100 (introduced in
2007), ABSOLUT RUBY RED (2006), ABSOLUT APEACH (2005), ABSOLUT RASPBERRI (2004),
ABSOLUT VANILIA (2003), ABSOLUT MANDRIN (1999), ABSOLUT KURANT (1992), ABSOLUT
CITRON (1988) and ABSOLUT PEPPAR (1986).
• The launch of ABSOLUT CITRON in 1988 opened up the flavored-vodka segment in the US, and
ABSOLUT CITRON is still the number-one brand in the flavored-vodka category in the US (according to
NABCA/DISCUS 2007 data). Since the launch of ABSOLUT CITRON, ABSOLUT VODKA has been a
pioneer in the category, and was the first to venture into several new flavor segments. In recent years,
ABSOLUT VODKA has presented the first global launches of peach- and pear-flavored vodkas.
• All ABSOLUT VODKA, including its flavored versions, is produced at one source: Åhus in Southern
Sweden.
• ABSOLUT VODKA is the world’s number-one-selling premium vodka and the world’s number-two –
and fastest-growing – spirits brand overall in duty-free travel retail. Globally, ABSOLUT VODKA is the
fourth largest international spirits brand, available in more than 150 markets.
• The Absolut Company is a part of Pernod Ricard, which holds one of the most prestigious brand
portfolios in the market.
The Absolut Company has worldwide responsibility for the production and marketing of ABSOLUT VODKA, Malibu, and
Kahlúa. ABSOLUT VODKA is the world's fourth largest premium spirits brand. Every bottle of ABSOLUT VODKA is produced
in Åhus in southern Sweden. Malibu is the number-one coconut-flavored rum in the world, sold in more than 150 countries.
Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. As of July 2008, The
Absolut Company is a company within the Pernod Ricard group, which holds one of the most prestigious brand portfolios in the
sector.
The Absolut Company has worldwide responsibility for the production and marketing of ABSOLUT VODKA, Malibu, and
Kahlúa. ABSOLUT VODKA is the world's fourth largest premium spirits brand. Every bottle of ABSOLUT VODKA is produced
in Åhus in southern Sweden. Malibu is the number-one coconut-flavored rum in the world, sold in more than 150 countries.
Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. As of July 2008, The
Absolut Company is a company within the Pernod Ricard group, which holds one of the most prestigious brand portfolios in the
sector.