– volume increased 5 percent in 2004
Once again, the V&S Absolut Spirits plant in Åhus has shipped more ABSOLUT VODKA to its 126 markets than ever before. Total shipments increased with 5 percent to reach 8.5 million 9 liters cases (76.1 million liters). ABSOLUT VODKA, the world’s third largest international spirits brand, continues to grow for the ninth consecutive year. In addition, V&S Absolut Spirits introduced a new brand, Level Vodka, which reached the highest volume ever of a super-premium vodka in its first year on the American market.
In the US, the largest market for ABSOLUT VODKA, sales to retailers increased with 3.4 percent to reach 4.6 million 9-liter cases (41.8 million liters), or 4 percent and nearly 5 million 9-liter cases (45 million liters), including American duty-free sales.
“We are pleased that the US market reached the aggressive goals we set for it. Our subsidiary, The Absolut Spirits Company, and our American partner, FutureBrands, are making the most of the momentum ABSOLUT VODKA has on the US market,” says Bengt Baron, CEO for V&S Group, which comprises the business area V&S Absolut Spirits.
Shipments from Åhus harbor to other ABSOLUT VODKA world markets increased with 14 percent in 2004. In Western Europe, markets such as Germany and the UK can mainly be credited with this growth, while in Eastern and Central Europe, Poland and Russia are key markets. Growth in the Asia-Pacific region increased with 56 percent. China, with its remarkable development in 2004, is now the largest market in Asia for ABSOLUT VODKA.
Sweden dropped three places on the ABSOLUT VODKA Top Ten Markets list since 2003, returning to seventh place with 157,000 9-liter cases (1.4 million liters). This reduction can be attributed to the high alcohol taxes in Sweden and the fact that many people buy alcohol in neighboring countries. Sales of ABSOLUT VODKA in neighboring countries have increased, which can partly be explained by Swedes’ new buying habits.
High pace in product development
V&S Absolut Spirits continues to move ahead with product development. Three new members of the ABSOLUT family were launched in 2004: Level, a super-premium vodka, ABSOLUT RASPBERRI, a new raspberry flavored vodka (the sixth flavor) and ABSOLUT CUT, a premixed drink. Level vodka was launched in March in the US and Sweden. In its first 10 months on the US market, Level recorded sales to retailers of 97,000 9-liter cases (873 000 liters).
“This is the highest volume ever reached by a super-premium vodka in its first year on the American market. We are proud of Level, and the results have met our expectations,” comments Bengt Baron.
ABSOLUT RASPBERRI was launched in the US, Sweden and in other markets, and has been well received, as has ABSOLUT CUT, which was launched in Canada and the UK. ABSOLUT CUT is a collaboration with InBev, the world’s largest brewery.
Diagrams showing ABSOLUT VODKA shipments from 1979 to 2004 and the ABSOLUT VODKA Top Ten Markets list for 2004 are included with this press release.
For more information, contact:
Marika Hjelm Siegwald, Director Corporate Communications, V&S Absolut Spirits, Tel: +46 8 744 74 02, cell: +46 8 070 377 74 02,