Absolut Tune

  • Translation of Trends to Innovation Platforms

  • Close coordination with R&D

  • Concept Optimization, Naming

  • Strategic Future Pipeline Building

  • Rapid Concept Prototyping and Design

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The challenge

Absolut wanted to expand into more premium, celebratory drinking occasions. But this space was owned by champagne and that didn’t sit well with the mavericks at Absolut.

Our approach

The team explored the rituals and semiotics of other, non-vodka occasions to create a delicious vodka-based contender for marking the special moments — and to do it in way that was uniquely Absolut.  

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The Result

Well ahead of the curve and its time, Absolut Tune is a sparkling fusion of sauvignon blanc wine and the classic Absolut premium vodka. This beautiful harmony created a new category that has become an exciting and sophisticated alternative to champagne with a modern flair. 

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