2 minute read
Gamechangers - Absolut Vodka
Game Changers
ABSOLUT VODKA STARTS A FLAVOR MOVEMENT STILL INFLUENCING TODAY’S SPIRITS AND COCKTAILS
By Joseph Luparello
As a leader in the industry, Absolut is continuously augmenting its portfolio to accommodate the demand for premium cocktails highlighting modern flavor profiles. Its flavored selections have a special place in the hearts of vodka connoisseurs and bartenders alike, with Absolut Lime and Absolut Mandrin being top picks of the bunch.
Parallel in complexity and popularity, Absolut Citron, Grapefruit, and Watermelon are all top flavored vodkas in the states throughout their respective categories. Simply put, Absolut’s incentive to introduce new flavors to the world was fueled by social gatherings and classic concoctions. The first, Absolut Peppar, was launched in 1986 in response to the booming brunch scene. Showcasing spicy pepper vodka was crucial for mixologists, as it gave them the ability to create a tasty and refreshing Bloody Mary consistently. Altogether, this introduction to the flavored vodka category kickstarted a new wave of creativity in drinks that swept through the cocktail world.
Two years later, another game-changer arrived on the scene, Absolut Citron. The citrusy liquid delight rapidly grew to be its largest flavor by volume and inspired the most prominent cocktail to have a flavored vodka as its foundation: the Absolut Cosmopolitan.
Along with the Bloody Mary and Cosmo, the impact of the Absolut flavor range has reached the Espresso Martini experience, elevating the iconic cocktail with Absolut Vanilla.
But more than anything else, the evolution of Absolut has set a wholesome quality standard for its category. When Absolut introduced vodka flavors, Peppar was the first clear, zero-sugar-added vodka on the market. Meanwhile, most other flavored vodkas at the time were yellow or brown and contained extreme levels of sugar. But never one to compromise on quality, Absolut has provided natural flavor since origination and continues to deliver by always offering a true-tofruit taste.
As innovation seekers, the thriving ready-to-drink category led the brand to launch Absolut Pineapple Martini, featuring Original Absolut Swedish Vodka with all natural pineapple flavors in a still format for an incredibly refreshing and smooth cocktail in a can.
With bartender cocktail creations in mind, the Swedish vodka masters are completely revamping multiple brand aspects. “Absolut Vodka is upgrading and enhancing its flavor portfolio as it embarks on the next phase of its mission to drive innovation in quality vodka,” says Lara O’Brien, Senior Brand Director, Absolut. “This second chapter of the restage delivers a new harmonized range with a style and taste that’s even more authentic and offers consumers exceptional tasting cocktails, including popular mixers like soda water that demand more from a flavored vodka.”
Added to this enhancement is Absolut’s new bottle design, which matches the significant update to the Absolut Original bottle in 2021. The upgraded bottle design was implemented across Absolut Vodka and all twelve flavors in its range for overall harmonization and maximum standout on the backbar and shelves. According to O’Brien, “Our new packaging tells the story of the flavor sensation inside, clearly signposting the new taste profile to help consumers find their favorite flavor and explore new ones.”
