How did Absolut, produced as a pure water of life, become a vodka legend?
In 1879, Lars Olsson Smith created a new vodka and named it "absolut rent branvin", or "Completely Pure Water of Life". This vodka is different from the ones made until then, because it was produced with a new method. But for this vodka to become a legend, it took 100 years since it was invented.
The year is 1879. Lars Olsson Smith creates a new vodka. Its name is “Absolut Rent Branvin” meaning “Completely Pure Water of Life”. This vodka, in which the thermal distillation technique was used for the first time, continues to delight people with its iconic bottle. Here is the history of the Absolut brand, which owes its specialty to repeated distillation to provide pure and clean alcohol…
Although it seems like Absolut Vodka first became known in 1979, the history of the brand actually dates back 100 years. While 14-year-old successful entrepreneur Lars Olsson Smith was still learning how to shave, he controlled a third of the vodka market in Sweden. Finally, towards the end of the 19th century, he earned the title of "King of Vodka". It first introduced a new type of vodka, "Absolut Rent Bränvin" (Absolute Pure Vodka), produced by a special distillation method in 1879. That method was the "rectification" method, which is still used today and means improvement.
When Lars Olsson Smith died in 1913, he was penniless. Apart from debts, lawsuits and angry letters, "something else" remained: the legacy of innovative market understanding, pure vodka and the concept of Absolut Vodka.
Absolut is fortunate that founder Lars Olsson Smith's know-how and business sense did not die with him. Lars Lindmark was named his successor in the 1970s. Lindmark, President of V&S, Vin & Spirit AB (Swedish Wine and Alcohol Corporation), set out to modernize the company while remaining true to its original form. The 100th Anniversary of Absolut Rent Bränvin was approaching. Lindmark took advantage of the upcoming anniversary and decided to export a new vodka. A century-old vodka crafted using new distillation methods!
A marketing team was formed to enable the new positioning. The team's goal was clear: to enter the US market, to be among the most competitive brands in the world, while at the same time generating high profits and making Absolut Vodka a valuable product for fussy consumers. Thus, Absolut became the first alcoholic product that Sweden exported based on such a great purpose.
The marketing research conducted showed that the right time had come for Absolut, a profitable and valuable vodka brand. In those years, it was observed that consumers obviously preferred white colored drinks instead of brown drinks, and this color had an effect on consumers that the product was healthier. So there was a very important gap for vodka that was expected to be filled. But the problem was how to pack and market this product that would fill the gap. In the marketing part of the business, the brand signed with American professionals. The Americans suggested to Absolut to use the "Royal Theme" as if to imitate the "Tsar Theme" which was very popular at the time, with a modern-looking, bright, colorful packaging that would be easily recognized on the shelf. But they couldn't convince the Swedish marketing team about it. As a result, they decided on a concept that was very similar to the concept that Lars Olsson Smith adopted 100 years ago.
The Ultimate in Design: Swedish Medicine Bottle
Advertiser Gunnar Broman was windowing an antique shop in Stockholm's "Old Town" when he saw an old Swedish medicine bottle preserved unchanged for centuries as a cultural icon. The bottle was very elegant, simple and quite "Swedish". Also, it is significant that in the 16th and 17th centuries, vodka was sold in pharmacies and was used in the treatment of many diseases, from pain to plague. A group of Swedish designers helped the Absolut Vodka team develop the bottle. As a result, it was decided that there should be no labels on the bottle so that the crystal grains and clarity would not be covered. However, it still had to be written on the bottle. After long discussions, several prototypes were decided upon. Blue was identified as the most visible and attractive colour, which is still used today in the most famous Absolut logo.
“Absolute Vodka”.
The product and packaging were now ready. It was time to name the business. The original product name "Absolute Rent Bränvin" (Absolute Pure Vodka) was not approved in the USA due to a number of legal issues. Because "Absolute" was a generic adjective and could not be used as a brand name. As a result, it was decided to discard the letter "e" at the end. The word 'pure' had the same legal problems and was completely removed. The slogan "Country of Sweden" was determined as one of the main elements of the brand in terms of giving information about the origins and tradition of vodka. Thus, both a legal name was obtained and an extra Swedish touch was created in the brand name: “Absolut Vodka”.
Doors Closed in Their Faces
When the Absolut team started looking for distributors in the USA, they were met with a cold welcome. However, this attitude did not deter them. Manhattan-based Carillon Importers Ltd. company owner Al Singer saw the promise in Absolut. The company's sole marketing specialist, Michel Roux, handled the marketing and distribution of Absolut Vodka. Roux is still seen as one of the biggest protagonists in the brand's history. Final changes have been made to the bottle. Founder Lars Olsson Smith medallion added and the neck of the bottle slightly elongated. The first shipment of products took place on April 17, 1979, with products filled in Åhus; Two months later, Absolut went on sale in Boston for the first time in the USA.
Record-Breaking Success
In its first year on the US market, Absolut was able to sell just 10,000 liter cases. The product began to be sold in Boston, then New York, Chicago, Los Angeles, San Francisco and eventually the whole country. Absolut Vodka, which became the market leader in 1982, thus surpassed its Finnish competitor, which entered the US market 5 years ago. In 1995, the big Russian competitor was left behind and Absolut became the leader in the US market. In the same year, just 6 years after it started selling in Boston, Absolut managed to become one of the 100 best-selling alcohol brands in the world, according to a study by an international magazine. Since 1994, Absolut was already in the top 10.
Absolut Spreads Around the World
After the success of Absolut Vodka in both Sweden and the USA, from the mid-1980s, it carried its success to European, Asian and Pacific countries. The success and growth in Europe proved that unlike the United States, each country has its own, firmly entrenched drinking habits, culture and language.
Absolut Art Is Born
Absolut also reinforced its brand identity and positioning with advertisements and trends. Since its launch in 1979, it has broken all known advertising taboos. According to the traditional mindset, Absolut's ideas would never work, but contrary to what is said, Absolut made the most innovative, creative and courageous advertising works known in the world. Brand managers and advertisers showed the courage to turn "wrong" into "ideal" instead of fitting Absolut into the mold of the category. They created a kind of "Absolut trend". And this has driven the advertising world to an irreversible change.
Absolut Art began in 1985 when Andy Warhol was asked to paint a painting of the Absolut Vodka bottle. The painting was an incredible success and aroused great interest in the world media. Absolut Vodka turned from a popular vodka to an icon with Pop Art. Now Absolut Art had begun. Absolut commissioned Keith Haring for his second painting. The work of Kenny Scharf, Stephen Sprouse, Edward Ruscha, Arman, Britto and other leading American artists followed. Over 350 artists have been commissioned for Absolut Art to date, and hundreds of them are still on the waiting list. So much so that Absolut Art Awards are given every year to reward such artists. Since the beginning, the Absolut bottle has been the leading actor of the brand's advertisements.
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