• 2007 was the best ever year for ABSOLUT VODKA. Sales increased by 9% to 96,579,000 litres (10,731,000 nine-litre cases)
• Turnover for the V&S Absolut Spirits division increased by 3% (9% excluding foreign exchange effects and the disposal of Danzka Vodka)
• The profit for the division improved by 6% to MSEK 2,024 (15% excluding foreign exchange effects)
• Cruzan Rum’s sales increased by 19%

For the third year in a row, the V&S Absolut Spirits division has enjoyed a big increase in sales. 2007 was the best ever year for the division’s flagship brand, ABSOLUT VODKA. During the year, total sales of ABSOLUT VODKA increased by 9% to an impressive 96,579,000 litres. 

In the USA, the biggest single market for ABSOLUT VODKA, more than 5 million nine-litre cases were sold for the first time. Sales to the trade increased by 4%.  During recent years, ABSOLUT VODKA has also invested in growth outside the important, dominant US market. This strategy has succeeded. Since 2006, more than one in two bottles has been sold outside the USA. During 2007 the volume sold in markets outside the USA increased by 15%. Several focus markets show double digit volume growth. In Europe, the United Kingdom stands out with growth of 50% and Spain with growth of 37%. Outside Europe and the USA, countries that stand out include Brazil (+49%), Canada (+12%) and Mexico (+10%).

The new advertising campaign, “In an ABSOLUT World”, was launched in 2007. This is a development of the widely feted, prize winning marketing of ABSOLUT. Three new members of the ABSOLUT VODKA family were introduced. ABSOLUT PEARS and ABSOLUT 100 were very well received. The limited production run of ABSOLUT NEW ORLEANS, which was sold to benefit the reconstruction of New Orleans, was received with open arms by consumers and garnered great attention. The profit from sales, USD 2 million, was donated in full for the reconstruction work.

“We focus on around ten key markets, work innovatively with the product portfolio and marketing and invest in the brand in the long term. Our consistent strategy, combined with tough cost control, has made possible both a good profit and much increased market investments,” says Ketil Eriksen, President of V&S Absolut Spirits.

But it is not only ABSOLUT VODKA that is contributing to the division’s success. The volume of Cruzan Rum sold grew by as much as 19% in 2007, primarily in the USA. Cruzan Rum was launched in Spain during the year. A new flavour, Cruzan Black Cherry, was launched on the important US market.

For more information, contact:
Paula Eriksson, Corporate Communications, V&S Absolut Spirits, 070-190 12 07,