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.............................. Absolut Vodka
Logo and Trademark..............................
Absolut Vodka is a Swedish brand of vodka, owned by V&S Group, and produced at their facilities near Åhus, Scania in southern Sweden. Building on a four century tradition of producing vodka at Åhus, Absolut was introduced in 1879 by the entrepreneur Lars Olsson Smith. Absolut is the third largest brand of alcoholic spirits in the world after Bacardi and Smirnoff, marketed in 126 countries. The largest export market is the United States where close to 73 million litres were sold in 2003. More than 40% of the imported vodka in the USA is Absolut.
The name "Absolut" was introduced in 1879 by the entrepreneur Lars Olsson Smith. Smith introduced fractional distillation that produces liquor without fusel alcohol in Sweden in 1877, under the name "Tiodubbelt Renadt Bränvin" (Tenfold Purified Vodka). Brännvin literally means "burnt wine" and is analogous to the German "Branntwein". The term is also used in Norwegian, Danish and Icelandic. ("Vodka" was not used for Swedish liquor until 1958, with the potato-based Explorer Vodka.) The name was changed to "Absolut Rent Bränvin" (Absolutely Pure Vodka) by Smith to market his much improved product. Smith challenged the city of Stockholm's liquor marketing monopoly with his superior vodka. It was sold at a lower price than the monopoly's product, just outside the city border. Smith even offered free boat rides to the distillery and "Rent Bränvin" made Smith a fortune. In 1917 the alcohol industry in Sweden was monopolized by the Swedish government. Vodka was then sold nationwide under the name "Absolut Rent Brännvin". The name changed with intervals, Renat Brännvin or Absolut Rent Brännvin. In 1979 the old name Absolut was picked up when the upper-price range Absolut Vodka was introduced.
Marketing: Much of Absolut's fame is due to its long-running advertising campaign, created by advertising agency TBWA, based on the distinctive bottle shape. Having started around 1980 with photographer Steven Bronstein, and with more than 1500 ads, the ad campaign is the longest running ever. The ads frequently feature an Absolut bottle-shaped object in the center and a title "ABSOLUT ____". at the bottom.
Gay-themed advertisements: Absolut was one of the first consumer brands to openly embrace the gay community and view its members as important and desirable consumers of its product. Its ads have appeared in the gay market for over 30 years, and the company has long sponsored major gay events, including the 2000 fall line of Tom of Finland clothing. In one such ad, a film lupe and film canisters are stacked to form the distinctive shape of the Absolut bottle. The canisters are labeled with the titles of gay films, including "Stonewall," "Boys Life," "Nitrate Kisses," "Show Me Love," and others. The caption reads “Absolut Achievement.” The ad appeared in gay film festivals sponsored by the brand. Absolut Vodka has also been the official corporate sponsor of the GLAAD Media Awards for many years
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