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Absolut Vodka is a brand of
vodka Vodka ( pl, wódka , russian: водка , sv, vodka ) is a clear distilled alcoholic beverage. Different varieties originated in Poland, Russia, and Sweden. Vodka is composed mainly of water and ethanol but sometimes with traces of impuritie ...
, produced near
Åhus Åhus () is the second largest locality in Kristianstad Municipality, Skåne County, Sweden with 9,840 inhabitants in 2015, but the number triples during the summer due to tourists who come seeking the beaches and nature of the Helgeå and H ...
, in southern
Sweden Sweden, formally the Kingdom of Sweden,The United Nations Group of Experts on Geographical Names states that the country's formal name is the Kingdom of SwedenUNGEGN World Geographical Names, Sweden./ref> is a Nordic country located on ...
. Absolut is a part of the French group
Pernod Ricard Pernod Ricard () is a French company best known for its anise-flavoured pastis apéritifs Pernod Anise and Ricard Pastis (often referred to simply as ''Pernod'' or ''Ricard''). The world’s second-largest wine and spirits seller, it also produ ...
. Pernod Ricard bought Absolut for €5.63 billion in 2008 from the Swedish state. Absolut is one of the largest brands of spirits in the world (after
Smirnoff Smirnoff (; ) is a brand of vodka owned and produced by the British company Diageo. The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov (1831–1898). It is distributed in 130 countries. Smirnoff produ ...
,
Bacardi Bacardi Limited (; ) is one of the largest privately held, family-owned spirits companies in the world. Originally known for its Bacardi brand of white rum, it now has a portfolio of more than 200 brands and labels. Founded in Cuba in 1862 an ...
) and is sold in 126 countries.


History

Absolut was established in 1879 by
Lars Olsson Smith Lars Olsson Smith (12 October 1836 in Kiaby – 9 December 1913 in Karlskrona), also L.O. Smith, was a Swedish spirits manufacturer and politician. He was called "The King of Spirits" (''Brännvinskungen'') because of his domination of spirits ...
. Smith challenged the city of Stockholm's liquor marketing monopoly with his vodka. It was sold outside the city border at a lower price than the monopoly's product. Smith offered free boat rides to the distillery and "Rent Brännvin" was highly successful. In 1917, the Swedish government monopolized the country's alcohol industry. Vodka was then sold nationwide under the name "Absolut Rent Brännvin". In 1979, the old name Absolut was picked up when the upper-price range Absolut Vodka was introduced. '' Renat'' is the name of another vodka product sold by Pernod Ricard Sweden AB. Absolut Vodka was introduced to the global market in 1979. Today, Absolut sells over 100 million litres of vodka annually (2018). The vodka is made from
winter wheat Winter wheat (usually ''Triticum aestivum'') are strains of wheat that are planted in the autumn to germinate and develop into young plants that remain in the vegetative phase during the winter and resume growth in early spring. Classification ...
and is produced now only in
Åhus Åhus () is the second largest locality in Kristianstad Municipality, Skåne County, Sweden with 9,840 inhabitants in 2015, but the number triples during the summer due to tourists who come seeking the beaches and nature of the Helgeå and H ...
.


Lars Olsson Smith

Lars Olsson Smith Lars Olsson Smith (12 October 1836 in Kiaby – 9 December 1913 in Karlskrona), also L.O. Smith, was a Swedish spirits manufacturer and politician. He was called "The King of Spirits" (''Brännvinskungen'') because of his domination of spirits ...
was born in 1836 in Kiaby and died in 1913 in Karlskrona, Sweden. L.O. Smith was an entrepreneur, parliamentarian and founder of Absolut Rent Brännvin (Absolutely pure spirit). It was the inspiration for Absolut Vodka. L.O. Smith launched a method that removes contaminants such as glut in the spirits. L.O. Smith came from a peasant family in Blekinge and quickly made a career in the retail trade as a 6-year-old. He later moved to Stockholm and started manufacturing and selling vodka at his factory at Reimersholme.


Advertising

In the early 1980s in New York, Absolut Vodka was popular among the creative community. Absolut's first advertising campaign was created by TBWA for the brand's U.S. Importer, Carillon Importers, Ltd. Absolut Vodka is known for its long-running advertising campaign created by
TBWA TBWA Worldwide is an international advertising agency whose main headquarters are in Midtown Manhattan, New York City, United States. Since 1993, the agency has been a unit of Omnicom Group, the world's second largest advertising agency holdin ...
. The first of these ads, typical of the rest, was introduced in 1981 and featured a picture of the bottle with a halo over the cap above the slogan "Absolut Perfection". Absolut's first advertising campaign ran for fifteen years from its launch in 1980. The campaign has encompassed many different kinds of ads, such as art, fashion, cities, spectaculars, Hollywood, etc. The advertising has won hundreds of awards, including charter membership in the American Marketing Association's Marketing Hall of Fame. Absolut was inducted into the Hall in 1992 along with just two other brands:
Coca-Cola Coca-Cola, or Coke, is a carbonated soft drink manufactured by the Coca-Cola Company. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by John Stith Pemberton in Atlanta ...
and
Nike Nike often refers to: * Nike (mythology), a Greek goddess who personifies victory * Nike, Inc., a major American producer of athletic shoes, apparel, and sports equipment Nike may also refer to: People * Nike (name), a surname and feminine given ...
. In 1983, Carillon's President/CEO Michel Roux approached the artist
Andy Warhol Andy Warhol (; born Andrew Warhola Jr.; August 6, 1928 – February 22, 1987) was an American visual artist, film director, and producer who was a leading figure in the visual art movement known as pop art. His works explore the relationsh ...
, whom he paid $65,000 to create an advertisement for Absolut. Over the years, Carillon commissioned the work of well-known painters, graphic designers, fashion designers, as well as many up-and-coming artists. During the 2017
Corporate Art Awards The Corporate Art Awards are the international awards for the best art projects developed by the business world. They were launched in Rome (Italy) in 2016 by pptArt under the patronage of the Italian Ministry of Culture and with the support of th ...
Ceremony hosted by the President of the Italian Republic
Sergio Mattarella Sergio Mattarella (; born 23 July 1941) is an Italian politician, jurist, academic and lawyer who has served as the president of Italy since 2015. A Christian leftist politician, Mattarella was a leading member of the Christian Democracy par ...
at the
Quirinal Palace The Quirinal Palace ( it, Palazzo del Quirinale ) is a historic building in Rome, Italy, one of the three current official residences of the president of the Italian Republic, together with Villa Rosebery in Naples and the Tenuta di Castelporzian ...
, Absolut received by
pptArt The Corporate Art Awards are the international awards for the best art projects developed by the business world. They were launched in Rome (Italy) in 2016 by pptArt under the patronage of the Italian Ministry of Culture and with the support of th ...
a special award “for their long-running collaboration with 550 artists on 850 projects to shape their corporate image and brand”. The talents included such names as
Damien Hirst Damien Steven Hirst (; né Brennan; born 7 June 1965) is an English artist, entrepreneur, and art collector. He is one of the Young British Artists (YBAs) who dominated the art scene in the UK during the 1990s. He is reportedly the United Kingd ...
,
Rosemarie Trockel Rosemarie Trockel (born 13 November 1952) is a German conceptual artist. She has made drawings, paintings, sculptures, videos and installations, and has worked in mixed media. From 1985, she made pictures using knitting-machines. She is a prof ...
,
Helmut Newton Helmut Newton (born Helmut Neustädter; 31 October 192023 January 2004) was a German-Australian photographer. The ''New York Times'' described him as a "prolific, widely imitated fashion photographer whose provocative, erotically charged black-a ...
,
Javier Mariscal Francisco Javier Errando Mariscal (born 9 February 1950) better known as Javier Mariscal is a Spanish artist and designer whose work has spanned a wide range of mediums, ranging from painting and sculpture to interior design and landscaping. H ...
,
Maurizio Cattelan Maurizio Cattelan (born 21 September 1960) is an Italian artist. Known primarily for his hyperrealistic sculptures and installations, Cattelan's practice also includes curating and publishing. His Satire, satirical approach to art has resulted in ...
,
Louise Bourgeois Louise Joséphine Bourgeois (; 25 December 191131 May 2010) was a French-American artist. Although she is best known for her large-scale sculpture and installation art, Bourgeois was also a prolific painter and printmaker. She explored a varie ...
and many, many more. In 2005, Absolut invited American singer
Lenny Kravitz Leonard Albert Kravitz (born May 26, 1964) is an American singer-songwriter. His style incorporates elements of rock, blues, soul, R&B, funk, jazz, reggae, hard rock, psychedelic, pop and folk. Kravitz won the Grammy Award for Best Male Roc ...
to participate in its promotional campaign. The song " Breathe" was recorded and released. The song was remixed namy times by various DJs. In 2007, Absolut introduced its new global campaign, "In An Absolut World", created by TBWA/Chiat/Day. In 2008, an advertisement placed in Mexican publications and on Mexican billboards featured a map of the U.S. and
Mexico Mexico (Spanish: México), officially the United Mexican States, is a country in the southern portion of North America. It is bordered to the north by the United States; to the south and west by the Pacific Ocean; to the southeast by Guatema ...
with the boundaries between the two as they were prior to the 1836 Texas Revolution and the
Mexican–American War The Mexican–American War, also known in the United States as the Mexican War and in Mexico as the (''United States intervention in Mexico''), was an armed conflict between the United States and Mexico from 1846 to 1848. It followed the 1 ...
. Media outlets reported on some American consumers' reactions at the advert's perceived insensitivity to immigration issues. Absolut responded that the adverts were purely whimsical, with no political or nationalist agenda, but its critics were adamant. Absolut later issued a public apology and withdrew the advert. In 2009, Absolut debuted a campaign with renowned fashion photographer Ellen Von Unwerth and actresses
Kate Beckinsale Kathrin Romany Beckinsale (born 26 July 1973) is an English actress and model. After some minor television roles, her film debut was ''Much Ado About Nothing'' (1993) while a student at the University of Oxford. She appeared in British costume ...
and
Zooey Deschanel Zooey Claire Deschanel (; born January 17, 1980) is an American actress, singer, and songwriter. She made her film debut in '' Mumford'' (1999) and had a supporting role in Cameron Crowe's film ''Almost Famous'' (2000). Deschanel is known for he ...
to celebrate different Absolut drinks. In 2010 Absolut collaborated with
Spike Jonze Adam H. Spiegel (born October 22, 1969), known professionally as Spike Jonze, is an American filmmaker, actor, musician, and photographer. His work includes commercials, film, music videos, skateboard videos and television. Jonze began his ca ...
to create a short film entitled ''I’m here''. The short film was screened at festivals such as
Sundance Film Festival The Sundance Film Festival (formerly Utah/US Film Festival, then US Film and Video Festival) is an annual film festival organized by the Sundance Institute. It is the largest independent film festival in the United States, with more than 46,66 ...
and
Berlin Film Festival The Berlin International Film Festival (german: Internationale Filmfestspiele Berlin), usually called the Berlinale (), is a major international film festival held annually in Berlin, Germany. Founded in 1951 and originally run in June, the festi ...
. In 2012, Absolut partnered with
Swedish House Mafia Swedish House Mafia (SHM) is a Swedish house music supergroup consisting of Axwell, Steve Angello and Sebastian Ingrosso. The group officially formed in late 2008, were placed at number ten on the ''DJ Mag'' Top 100 DJ Poll 2011, and have been ...
to create an original track and music video to promote Absolut Greyhound cocktail. “Greyhound”–which is the title of the drink, the video, and the actual music track–is a video created by
TBWA TBWA Worldwide is an international advertising agency whose main headquarters are in Midtown Manhattan, New York City, United States. Since 1993, the agency has been a unit of Omnicom Group, the world's second largest advertising agency holdin ...
\Chiat\Day, where three groups of racing enthusiasts converge on the Bonneville Salt Flats to watch robotic greyhounds speed across the plains, holding pink Absolut Greyhounds in their hands. In 2013, Absolut launched the Global 'Transform Today' Campaign by the creative agency,
Sid Lee Sid Lee is an international creative services firm founded in Montreal, Quebec, Canada. It operates offices in Toronto, New York City, Los Angeles, Seattle and Paris. The agency offers services in the fields of branding, digital and social marke ...
. The creative features four artists. Sid Lee recruited four international emerging artists to inspire younger generations. French artist, director and musician
Woodkid Yoann Lemoine (; born 16 March 1983), known professionally as Woodkid, is a French music video director, graphic designer and singer-songwriter. His most notable works include his music video direction for Katy Perry's " Teenage Dream", Taylor S ...
, American digital media artist
Aaron Koblin Aaron Koblin (born January 14, 1982) is an American digital media artist and entrepreneur best known for his innovative use of data visualization and his pioneering work in crowdsourcing, virtual reality, and interactive film. He is co-founder an ...
, fashion designer
Yiqing Yin Yiqing Yin (; born 1985) is a Chinese-born, Paris-based Haute Couture designer and an official member of the Chambre Syndicale de la Haute Couture. Early life Yin was born in Beijing in 1985, and moved to France with her family at the age ...
and Brazilian graphic novel artists
Rafael Grampa Rafael may refer to: * Rafael (given name) or Raphael, a name of Hebrew origin * Rafael, California * Rafael Advanced Defense Systems, Israeli manufacturer of weapons and military technology * Hurricane Rafael, a 2012 hurricane Fiction * Rafa ...
is featured. As part of this platform, Absolut launched the Absolut Creative Competition in 2018 which was an art competition. In May 2019 Absolut announced the global winner that was selected by global juries such as
Mickalene Thomas Mickalene Thomas (born January 28, 1971) is a contemporary African-American visual artist best known as a painter of complex works using rhinestones, acrylic, and enamel.
, Aaron Cezar and
Bose Krishnamachari Bose Krishnamachari is a Malayali painter and artist-curator based in Mumbai, India. He was born in 1963 at Magattukara village near Angamaly, Kerala. He had done his early schooling at GHSS Puliyanam. He took his BFA from Sir J J School of Ar ...
. Sarah Saroufim from Lebanon was declared the winner from 7,500 entrants with her design.


See also

* Absolut Art Collection * Absolut Citron * Explorer Vodka


References


External links

* {{Vodkas 1879 introductions Pernod Ricard brands Goods manufactured in Sweden Swedish brands Swedish vodkas