Presently the 4th largest spirit trade name in the universe. Absolut Vodka is a subordinate of Pernod Ricard. the world’s co-leader in liquors and vinos. ( Top Ten Premium Spirit Brands Worldwide 2007. 2007 ) . Well immature in the market. and so a portion of ‘V & A ; S Vin and Sprit’ . Absolut started branding and exporting their premium blend of vodka a mere 30 old ages ago. in 1979. where in. began the start of the iconic ‘Absolut’ trade name. History of ‘Absolut’
Though the production and export of Absolut started in 1979. the start of the narrative goes aback a hundred old ages to 1879. when in Ahus. Sweden. a immature adult male named Lars Olsson Smith. besides popularly know as the ‘King of Vodka’ revolutionized the production and purification of Vodka by a procedure called ‘Continuous Distillation’ . He called the Vodka made through this procedure ‘Absolut rent Branvin’ which in Swedish agencies perfectly pure Vodka ( Lewis. 1996 ) .
Recognizing the power of the name ‘Absolut’ he registered the trade name name in 1879. A hundred old ages passed. as Absolut vodka continued to be refined and sold in Sweden. but by the late 1970’s. it became obvious that in order to prolong the distillery. they had to export their vodka to better gross revenues. The American market were the biggest consumers of vodka in the western universe. so it was natural that Absolut decided to get down their journey in America in 1979.
In five short old ages. Absolut Vodka found itself being available in 18 states and by 1985. it was figure one among imported vodkas being sold in the United States. ( Absolut The Story. 2004 ) Production – The ‘One Source’ Concept Lars Olsson Smith had transformed Swedish Vodka. which was traditionally unprocessed since the innovation of the uninterrupted distillment procedure. Absolut has continued to bring forth vodka in this mode. This production of superior quality vodka involves the usage of high quality natural stuffs.
Absolut’s construct of production is the ‘One source’ construct. where in. all the natural stuffs have been obtained from the same. remarkable beginning. The natural stuff for Absolut. which is winter wheat. is cultivated in Fieldss environing the little town of Ahus in southern Sweden. The H2O which is used comes from their ain deep Wellss which they claim are untouched by pollution and drosss. and the vodka is distilled. produced and packaged in the Absolut’s Ahus distilleries. 50. 000 bottles of Absolut that are produced mundane are shipped from the little Ahus Harbor. to consumers the universe over.
Every individual bottle of vodka imprinted with the Absolut trade name name comes from this one beginning. guaranting that Absolut Vodka tastes precisely the same wherever it is sold in the universe ( Absolut The Story. 2004 ) . The Absolut Brand When V & A ; S Vin & A ; Sprit decided to export their trade name of Vodka. they hired Gunnar Broman. a originative manager from a Stockholm bureau to assist with the stigmatization. packaging and marketing their merchandise.
After much deliberation on possible packaging. they chose a bottle design that had been inspired by an old Swedish pharmaceutics bottle they found in an old-timer store in Stockholm ( Absolut The Story. 2004 ) . As opposed to other intoxicant spirits bottles that had long cervixs and square shoulders. the Absolut bottle had a short cervix and unit of ammunition shoulders.
The squad decided to hold the label printed straight onto the bottle. which was a superb invention. as it further established the quality and lucidity of the merchandise ( Lewis. 1996 ) As observed by Giep and Moriarty ( 2009. p. 79 ) . “Thanks to its cylindrical simpleness and transparence. the Absolut bottle. though solid and heavy. is elegant and utterly distinctive” . With bold and colourful typography proclaiming the trade name name and a brief narrative about the trade name. these different and distinguishable characteristics made the bottle stand out. and this is how the iconic ‘Absolut’ bottle came to be. The Absolut bottle has been at the head of every individual advertisement and selling run that the company has put out. and is. literally every bit good as figuratively the image of the trade name.
