A POWERFUL NEW EXPERIENCE – JUST FOR TRAVELERS

ABSOLUT 100 is a brand new, premium vodka with a full bodied taste, primarily targeting a masculine audience. ABSOLUT 100 is the first ever ABSOLUT product to be initially developed and launched exclusively for the global Duty Free and Travel Retail market.

ABSOLUT 100 is the new potent member of the ABSOLUT family – a premium vodka representing an entirely new and innovative concept. ABSOLUT 100 caters to a primarily masculine global audience who appreciate a little extra premium power in their vodka, on the rocks and in cocktails.

“Innovation has always been the main driving force for ABSOLUT, and with ABSOLUT 100 we will continue to pioneer the market,” says Eva Kempe-Forsberg, Vice President Marketing at V&S Absolut Spirits. “ABSOLUT 100 is innovative in that it is a brand new concept targeting a specific audience. It is also the first time ever that we have initially launched a new product exclusively for the progressive - and truly global - Duty Free and Travel Retail market.”  

The unique qualities of ABSOLUT 100 have been created by adjusting production processes to achieve a smoother high proof vodka. ABSOLUT 100 is rich and full bodied. The taste is distinct, yet smooth and mellow, with a grainy character and notes of dried fruit. The stylishly rustic, masculine qualities of ABSOLUT 100 are emphasized in the tough design concept and imaging, based on a bold minimalistic color palette of opaque black, chrome silver and subdued gray. 

The world premiere will be held in Singapore in March. The launch of ABSOLUT 100 will then be rolled out in Duty Free and Travel Retail worldwide throughout 2007. ABSOLUT 100 will be supported by a tailored marketing. During the introductory phase of the launch, ABSOLUT 100 will only be available in 100 cl. bottles.

Enjoy ABSOLUT 100 over ice, or in mixed drinks and cocktails. For further inspiration on drink recepies, go to absolutdrinks.com

For more information, contact:
Marika Hjelm Siegwald
Director, Corporate Communications
V&S Absolut Spirits
phone: +46.70-377 74 02
,

or

Elin Wibell
Information assistant
V&S Absolut Spirits
+46.70-190 10 41

Notes to the editor:

• ABSOLUT 100 comes in the following sizes:
  1l, 75 cl, 70 cl and 50 ml
• The other members of the ABSOLUT VODKA family are: ABSOLUT PEARS (introduced in 2007), ABSOLUT RUBY RED (introduced in 2006), ABSOLUT APEACH, (introduced in 2005), ABSOLUT RASPBERRI (introduced in 2004), ABSOLUT VANILIA (2003), ABSOLUT MANDRIN (1999), ABSOLUT KURANT (1992), ABSOLUT CITRON (1988) and ABSOLUT PEPPAR (1986)
• ABSOLUT VODKA was first launched in Sweden in 1879 by Lars Olsson Smith, the man whose portrait is featured on the medallion of every ABSOLUT VODKA bottle
• The launch of ABSOLUT CITRON in 1988 opened the segment of flavored vodkas in the US. Today, ABSOLUT CITRON is still the number 1 brand in the flavored vodka category in the US.
• All ABSOLUT VODKA, including its flavored versions, are produced at one source: Åhus in Southern Sweden
• ABSOLUT 100 will be available in Global Travel Retail on March 1, 2007. Further information on local launches will be communicated at time for launch in each market.