ABSOLUT TAKING PRIDE IN DIVERSITY WITH EYE-CATCHING LIMITED-EDITION BOTTLE

Absolut, the UK’s number one premium vodka brand[1], is bursting onto shelves once again with a vibrant limited-edition bottle to support the LGBTQ2 community and drive sales this summer. The new rainbow design is the brand’s third and consecutive bottle to support the LGBTQ[2] community, with this year’s interpretation of the flag at the centre of a high-impact, multimillion-pound media campaign.

 Absolut Rainbow web

The bottle, which includes a ‘Taking pride in diversity’ statement on the back, contains Absolut Original and features a rainbow flag depicted in brush strokes, creating a hand-made look in-keeping with the brand’s artistic heritage.

 

Adam Boita, Head of Marketing at Pernod Ricard UK, explains: “It’s going to be an exciting few months for Absolut, with this limited-edition bottle marking the start of an ambitious multimillion-pound marketing campaign for us. Absolut’s bold creativity and historical championing of the LGBTQ community has always been its point of difference, and with this year being the 50th anniversary of the decriminalisation of homosexuality in England and Wales, we’re proud to promote diversity once again.

“Our iconic bottle, clad in a Rainbow design, is sure to grab the attention of shoppers due to its high visibility on shelf versus the rest of the category. We strongly recommend stocking this product ahead of our heavy-weight consumer activity to maximise the sales opportunity.”

 

Premium vodka continues to drive growth within the category and Absolut has maintained its position as the number one premium vodka in the channel, by increasing its distribution by +2% and growing by just under £2 million year-on-year[3].The brand is continuing to increase category value by encouraging shoppers to trade up into Absolut from standard vodka, with these purchases equating to 36% of sales, highlighting the importance of stocking premium SKUs[4].  

 

The new Absolut limited-edition bottle will be available across the off-trade from July 2017 in 6 x 70cl cases. In-store POS is available upon request and includes a range of front of store pallets, FSDUs, shelf-barkers and aisle fins.

 

[1] Nielsen data to 25.03.17, Total Coverage, Value Sales

[2] LGBTQ is an acronym that stands for Lesbian, Gay, Bisexual, Transgender and Queer.

[3] Nielsen data to 25.03.17, Total Impulse, Value Sales

[4] AIMIA/Dunnhumby analysis

Author: kimbarnard

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