ABSOLUT BRINGS YOU THE TRUE TASTE OF MANGO

ABSOLUT VODKA announces the global launch of a mango-flavored vodka. ABSOLUT MANGO brings you the true taste of mango and is available in Global Travel Retail from February, 2008.

ABSOLUT MANGO is aromatic and juicy, with a pronounced and genuine character of ripened mango. The taste is fruity and full-bodied with notes of tropical fruit. As with all members of the ABSOLUT VODKA family, ABSOLUT MANGO is made from all natural ingredients and contains no added sugar or sweetener.

With the introduction of a premium mango-flavored vodka, ABSOLUT ventures into this new and previously underdeveloped flavor segment.

“We are confident in the high volume potential of ABSOLUT MANGO. Not only because mango is a commercially underexplored flavor, but also since mango has a strong global appeal. It is widely accepted but still perceived as exciting, exotic and different”, says Matthias Aeppli, Vice President Marketing, V&S Absolut Spirits.

The mango originated in Southeast Asia and India many thousand years ago, and travelled to South America, Africa and the US. Today it is one of the world’s most popular fruits, grown in nearly all tropical regions and loved by people around the world.

Matthias Aeppli continues: “The mango is quite unique. It is a year-round source of natural sweetness, and it has a juiciness and aroma beyond all comparison. ABSOLUT MANGO is developed with extreme attention to detail and the vodka really brings out the true taste of ripened mango. It can be enjoyed neat or over ice, but also mixes easily in drinks and cocktails. Personally I love to mix mango with chili or pineapple.”

ABSOLUT VODKA is world famous for its iconic bottle and ABSOLUT MANGO reinforces the brand’s strong heritage in the field of design. The bottle’s design is artistic and asymmetrical, with a strong visual concept. It has more transparent glass than previous flavors and the decoration consists of mango fruit contours gathered in groups around the bottle. The colors – shades of green, red and yellow combined – are chosen to reflect all characteristics of the fruit.

Visit absolutdrinks.com for drink recipes and inspiration.

For images, please visit absolut.com/press

For further information, please contact:

Paula Eriksson, Director, Corporate Communications, V&S Absolut Spirits, , +46 (0) 70 190 1207, +46 8 744 7236

Did you know that…

·         The mango, often referred to as the king of fruits, is the second most popular fruit in the world.

·         Mangos come in different shades of green, yellow and red. When selecting a mango, don’t just judge the fruit by color alone. Squeeze it gently. A ripe mango will be slightly soft to the touch.

·         The mango tree reaches 35-40 m in height, with a crown radius of 10 m.

·         Unripe mangos will continue to ripen at room temperature. To speed up ripening, place the fruits in a paper bag. Ripe mangos should be stored in 12-16°C.

·         Mangos are distantly related to the cashew and the pistachio.

·         The Paisley design pattern is based on the mango.

Notes to editor:

·         ABSOLUT MANGO comes in the following sizes: 1l, 75 cl, 70 cl and 50 ml.

·         All members of the ABSOLUT VODKA family are made from all natural ingredients, with no sugar added. The other flavors are ABSOLUT PEARS (introduced in 2007), ABSOLUT 100 (2007), ABSOLUT RUBY RED (2006), ABSOLUT APEACH, (2005), ABSOLUT RASPBERRI (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 largest flavored vodka in the U.S. (according to NABCA/DISCUS 2007 Data). Since then ABSOLUT VODKA has been a pioneer within the category, and the first to venture into several new flavor segments. In recent years ABSOLUT VODKA has presented the first global launches of peach and pear flavored vodkas.

·         All ABSOLUT VODKA, including its flavored versions, is produced at one source: Åhus in Southern Sweden.

·         ABSOLUT MANGO will be available in Global Travel Retail from February, 2008. Further information on local launches will be communicated at the time of launch in each market.