Living in an Absolut World

When thinking about Vodka, many different names come to mind: Grey Goose, Smirnoff, Burnettes (only if you are in college). When thinking about Vodka from Sweden, one name comes to mind: Absolut.

Absolut Vodka is more than an alcoholic beverage. It is a world brand, a culture and a lifestyle. Certain types of people drink Absolut Vodka, and they feel a certain way while doing so (apart from the feeling of intoxication). Although it is perceived that Absolut was an overnight success, it was actually 400 years in the making.

Absolut Vodka owes the credit for what it is today to Lars Olsson Smith, also known as “The King of Vodka.” In the late 1800s, Smith revolutionized the vodka industry by introducing a new method of purifying vodka called continuous distillation. The new vodka was named Absolut rent Branvin (Absolutely Pure Vodka). The brand name “Absolut” was registered in 1879 (Story of Absolut).

Absolut Vodka was enjoyed and refined for the next 100 years until it was ready to be exported to the United States in 1979. The simplistic design for the bottle was designed by Swedish designers Gunnar Broman and Hans Brindfors and derived from an 18^th century pharmacy bottle found in an antic shop in Stockholm (The Story).

Absolut Vodka was incredibly successful in the United States, and in many other countries around the world. By 1985, Absolut was the number one imported vodka in the U.S. That same year Andy Warhol designed a print of the Absolut bottle, throwing the company into the American pop culture (Story of Absolut).

In more recent years, Absolut Vodka’s extensive advertising campaigns and corporate branding have made the company one of the most recognized Swedish corporations.

One of Absolut Vodka’s most interesting campaigns is: In An Absolut World There Are No Lables. This campaign is designed to challenge labels and prejudice about sexuality. Absolut launched a naked bottle with no label and no logo, to emphasize the idea that no matter what is on the outside, it’s on the inside that truly matters (In An Absolut World There Are No Labels).

Bibliography

In An Absolut World There Are No Labels. (n.d.). Retrieved from Absolut Vodka: http://www.absolut.com/nolabel

Story of Absolut. (n.d.). Retrieved from Absolut Vodka: http://www.absolut.com/us/about/story

The Story. (n.d.). Retrieved from Absolut Ad: http://absolutad.com/absolut_about/history/story/