Abstract
Today, ABSOLUT Vodka is one of the best-sold vodkas in the world, because of its image (96.6 million liters sold in 2008). This image is based on advertising, and a targeted communication strategy using art as the main marketing strategy. For its advertisements Absolut works with the well-known advertising agency TBWA (Pepsi, Adidas, Visa, McDonald's etc).
Each bottle of Absolut Vodka is produced in the small town of Ahus (8 984 inhabitants), in southern Sweden. Absolut can control all stages of production using local raw materials. These bottles are produced in the Nobbelov distillery (open in 2005), which is one of the most modern and energy-efficient distilleries in the world. This distillery produces 143 million bottles per year, which is a proof of its performance.
The production of ABSOLUT Vodka is a unique process, introduced in the nineteenth century by "The Vodka King" Lars Olsson Smith, and called "continuous distillation", which indicates that the vodka is distilled hundreds of times to remove all impurities. Besides, the company has more than 400 years of vodka-making as a tradition. Hence customers are more confident in the product and are assured of the credibility of Absolut.
ABSOLUT Vodka has created more than 12 different kinds of vodka. The names of all these products correspond to different flavors, and have their own identity. The purpose of Absolut is to keep customers aware of the fact that that the brand exists, and is dynamic, and to encourage them to continue to buy Absolut.
