Absolut hails exclusive travel-retail launch in Brazil

Nicole Mezzasalma

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Absolut Mango was launched at Rio de Janeiro International and São Paulo International airports on February 1

V&S Absolut Spirits has hailed the successful launch of Absolut Mango at Rio de Janeiro International and São Paulo International airports in Brazil on February 1. The launch, handled by Maxxium Global Travel Retail, marked the first time a new flavour of Absolut vodka is available in travel-retail before being introduced in domestic markets and coincided with the Brazilian Carnaval season.

V&S Absolut Spirits Global Travel Retail director Anders Olsson said: “Customer enthusiasm for the product and initial sales figures during the first days of the Absolut Mango launch have exceeded even our most optimistic expectations, and have given a very strong first indication that Absolut Mango is likely to become the most successful Absolut flavor ever.

“This unique world premiere launch is also another important step in the development of duty-free/travel-retail as a pioneer market for new product launches and marketing campaigns for the Absolut brand,” he added. “With the recent exclusive global travel-retail launch of Absolut 100 and our successful campaigns for Absolut Pears, Absolut Disco and Absolut Bling Bling, I think we have reason to take pride in having created something entirely new. And we’ve taken it all to yet another level with the launch of Absolut Mango.”

The Brazil launch continues through the month of February. The Absolut Mango campaign will be rolled out in other duty-free and in domestic markets worldwide through 2008.