Absolut Vodka

Absolut Vodka is a premium vodka from Sweden, renowned for its purity and smooth taste. It's crafted from winter wheat grown in the town of Åhus in southern Sweden, undergoing a continuous distillation process 100 times. Today, Rimping Supermarket takes you on a deep dive into the story of this globally acclaimed vodka.

Origins : From L.o. Smith to Absolut Rent Brännvin (19th Century)

The story of Absolut Vodka began in the 19th century in Sweden, with Lars Olsson Smith, better known as L.o. Smith.

L.o. Smith was born in 1836 into a farming family in Blekinge, a county in southern Sweden. As a child, he started working in trade to support his family's income, which provided him with valuable business knowledge.

In 1870, at the age of 34, he moved to Stockholm, the bustling capital of Sweden, vibrant with trade. However, his arrival coincided with a period when liquor was monopolized in Stockholm, with high prices and poor quality control.

Inspired by this, L.o. Smith set out to produce high-quality, pure vodka. He challenged the monopoly system in Stockholm by producing and selling vodka outside the city limits at a lower price than the monopolized spirits. He established a distillery called Smithska Bränneriet in Åhus and developed a new production method, using a continuous distillation technique 100 times to achieve the purest vodka with a smoother taste, distinct from traditional vodka production.

After perfecting his recipe, in 1879, L.o. Smith began selling his vodka under the brand name Absolut Rent Brännvin, meaning Absolutely Pure Brännvin (later changed to Absolut Vodka).

Upon its launch, his vodka immediately gained popularity for both its quality and affordable price. This move earned him the moniker The King of Spirits.

Iconic Bottle Design and Global Expansion (1979 - 1992 AD)

In 1979, marking the 100th anniversary of Absolut Vodka's launch, the company celebrated by redesigning its bottle. This new, elegant, clear glass bottle had a distinctive shape reminiscent of 18th-century medicine bottles, designed by renowned Swedish artist Hans Brindfors. The clear glass was chosen to showcase the vodka's purity, and the blue lettering on the bottle was used to symbolize the purity of water.

Beyond its aesthetic appeal, this bottle design also became a powerful marketing tool for the brand. Its unique and unconventional appearance, unlike other vodka bottles, made it instantly recognizable as Absolut Vodka.

Concurrently, Absolut Vodka began expanding into the United States, imported by Carillon Importers, Ltd. Under their guidance, Absolut Vodka launched its first advertisement in the US in 1981 under the Absolut Perfection campaign. This advertising campaign significantly boosted Absolut Vodka's reputation, ran for over 25 years, and won numerous awards.

In 1985, Carillon's CEO contacted Andy Warhol, the world-famous Pop Art artist, to design an advertisement for Absolut Vodka. This further increased the brand's popularity. Subsequently, the brand began a marketing strategy featuring its bottle through art collaborations with numerous fashion designers and emerging artists.

In 1992, Absolut Vodka was inducted into the American Marketing Hall of Fame, established by members of the New York Chapter of the American Marketing Association (initiators of the Effie Awards and GreenBook), alongside only two other brands: Coca-Cola and Nike.

Flavor Innovation and Modern Marketing (2007 AD - Present)

In 2007, the brand launched a new advertising campaign, In An Absolut World, challenging conventional thinking by presenting more innovative, unconventional, and engaging visuals. Advertisements in this campaign often featured the Absolut Vodka bottle placed in significant locations around the world.

Over the years, Absolut Vodka has developed a wide range of flavors to cater to diverse consumer tastes, including Absolut Vanilla, Absolut Citron, Absolut Raspberry, and Absolut Pepper (popular for making Bloody Mary cocktails).

Today, Absolut Vodka remains one of the world's leading vodkas and is still produced in Åhus, using L.o. Smith's continuous distillation method and locally sourced winter wheat. Furthermore, the brand actively promotes sustainable farming techniques through various practices to minimize its environmental impact.