Absolut 100 to become available outside travel-retail

Nicole Mezzasalma

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The first Absolut vodka launched exclusively in duty-free will now be available in domestic markets

V&S Absolut Spirits Global Travel Retail has announced that the Absolut 100 vodka will be introduced in domestic markets following its successful launch in travel-retail in March 2007. The product will initially be available in 100 selected bars around the world from this month, and all participating bars will promote a number of Absolut 100 drinks and cocktails. Special promotional events organised by Maxxium Global Travel Retail in selected travel-retail outlets at airports will support the vodka’s domestic launch.

V&S director Anders Olsson said: “The launch of Absolut 100 has been an amazing and utterly productive endeavour where we have fully utilised the global travel-retail market’s frontline qualities. With this unique bar launch, we take the collaboration between travel-retail and domestic markets a step further. We see the campaign as an effort to generate hype and attention in preparation of future domestic market launches, while at the same time further boosting sales in travel-retail. The collaborations with the selected bars will hopefully also be interesting for future ventures.”