Rock star treatment for Absolut

12 August, 2009

An Absolut bottle wrapped in leather and studs will have an exclusive launch through Selfridges from September 1.

The Absolut Rock pack is the latest in series of limited editions from the Pernod Ricard-owned Swedish vodka. It will be rolled out to other retailers from the start of October.

The launch will be backed by marketing activities designed to “enable consumers to feel like rock stars”.

The marketing plan will focus on digital media and activity during gigs, themed around the backstage demands of some of the rock world’s most famous names.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said: “It builds on the excitement generated around the Absolut brand since the In An Absolut World platform launched earlier this year.

“It’s a great opportunity for us to continue our relationship with Selfridges, where we recently launched the No Label bottle, as well as a chance to work with the off-trade to help them add value in the lead-up to Christmas.”

Absolut Rock has an rrp of £19.99.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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