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IBA ASSOCIATED MEMBERS / ABSOLUT NEWS
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ABSOLUT RUBY REDNew product from ABSOLUT VODKA
ABSOLUT VODKA welcomes a new family member, with the launch of ABSOLUT
RUBY RED. The new, grapefruit flavored, premium vodka is available to
consumers in Sweden and Poland in May and in the US and Global Travel
Retail in June 2006.
ABSOLUT RUBY RED is smooth and fruity with a crisp and refreshing
character of zesty grapefruit. As with all members of the ABSOLUT VODKA
family, it is made from all natural ingredients and contains no added
sugar or sweetener.
“We feel confident that ABSOLUT RUBY RED, with its complex and floral
aroma and clear notes of natural grapefruit, will add new creative
dimensions to consumers’ drinking pallets and become a welcomed member
of the ABSOLUT VODKA family. The intriguingly fresh and crisp flavor
lends itself perfectly both to be enjoyed neat and in cocktails,” says
Eva Kempe-Forsberg, Vice President Marketing at V&S Absolut Spirits.
Kempe-Forsberg continues: “This is the second launch in as many years
where ABSOLUT VODKA ventures into a flavor segment that is previously
underdeveloped, a tradition we established as early as 1988 with the
successful introduction of ABSOLUT CITRON, currently the US single
largest flavored vodka.”
“The number of vodka launches has increased dramatically in the last
five years, especially in the flavor segment which is now the fastest
growing in the US. With ABSOLUT RUBY RED we continue to secure our
position as the leader of the segment, not only because grapefruit is
an underdeveloped flavor, but because of our position as the leading
premium brand in the flavored vodka segment,” says Ketil Eriksen,
President at V&S Absolut Spirits.
Every new product from ABSOLUT VODKA has its own character, shown in
its name and packaging as well as in its communication, ensuring that
all attributes are as unique as the spirit it contains. The ABSOLUT
RUBY RED bottle is frosted with an orange graphic pattern of stylized
grapefruits. The minimalist – graphic – pattern suggests the
refreshingly crisp and sophisticated experience that ABSOLUT RUBY RED
offers with its unique and unexpected flavor.
Enjoy ABSOLUT RUBY RED neat, over ice, or in mixed drinks and cocktails.
For further information, please contact:
Marika Hjelm-Siegwald, Director Corporate Communications, marika.siegwald@absolut.se, +46 8 744 74 02 or +46 70377 74 02
ABSOLUT RUBY RED comes in the following sizes:
- 1.75l, 1l, 75 cl, 70 cl and 50 cl
- The other members of the ABSOLUT VODKA family are: ABSOLUT
APEACH, (introduced in 2005), ABSOLUT RASPBERRI (introduced in 2004),
ABSOLUT VANILIA (2003), ABSOLUT MANDRIN (1999), ABSOLUT KURANT (1992),
ABSOLUT CITRON (1988) and ABSOLUT PEPPAR (1986)
- ABSOLUT VODKA was first launched in Sweden in 1879 by Lars Olsson
Smith, the man whose portrait is featured on the medallion of every
ABSOLUT VODKA bottle
- The launch of ABSOLUT CITRON in 1988 opened the segment of
flavored vodkas in the US. Today, ABSOLUT CITRON is still the number 1
brand in the flavored vodka category in the US.
- All ABSOLUT VODKA, including its flavored versions, are produced at one source: Ĺhus in Southern Sweden
- ABSOLUT RUBY RED will be available to consumers in the US in June 2006
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