Translation of Trends to Innovation Platforms
Rapid Concept Prototyping and Design
Concept Optimization, Naming
Strategic Future Pipeline Building
Absolut was the original super-premium vodka but the market had evolved, which called for bringing renewed excitement to a category where purity and purity alone were long the measures of success.
Instead of trying to out-premium super-premium vodkas, we tasked the team to be more Absolut in every way. This inspired a more intense experience that presented something truly different in vodka. The higher alcohol content intensifies the flavors and brings a deliciously strong character to the drinks it is mixed with. The elegant black bottle brings a little mystery and ensures there is no mistaking it for anything else.
Launched exclusively in the duty free/global travel retail, and then in mainstream distribution, Absolut 100 is a bold 50% ABV (100 proof) super premium vodka for connoisseurs and one that stands out in clubs, bars and home parties.