Absolut unveils first travel exclusive

Gavin Lipsith

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Absolut 100 will be launched at Singapore Changi airport next month, marking a new step in travel-retail for the vodka brand

V&S Group has announced the launch of the first Absolut variant designed exclusively for the travel-retail and duty-free market, Absolut 100. The high-proof vodka will be launched at Singapore Changi airport next month and will available initially only in 1l bottles, with the launch backed by a tailored marketing campaign for the duty-free market.

The company described Absolut 100 as catering to a primarily male global audience, a fact emphasised by “tough, no-nonsense design concept and imaging, based on a bold minimalist color palette of opaque black, chrome silver and subdued gray”.

V&S Absolut Spirits Global Travel Retail director Anders Olsson said: “Absolut 100 is innovative in that it is a brand new concept targeting a specific audience. But first and foremost it is the first time ever that we have initially launched a new product exclusively for the duty-free and travel-retail market. We will then roll out the launch of Absolut 100 worldwide throughout 2007, executed by Maxxium Global Travel Retail, which handles the V&S brands in the global duty-free and travel-retail market.”