Even though it has only been a little over six months since the first bottle of ABSOLUT APEACH was sold in the US, sales have already exceeded the high expectations. Moreover, the total sales volume for ABSOLUT VODKA, including the seven flavored vodkas in the ABSOLUT VODKA family, has grown by seven percent, compared with the same period last year.


 
“With ABSOLUT APEACH the ABSOLUT VODKA brand is once again leading the way. Our consumers like when we introduce new flavors, made in our own special way. With ABSOLUT APEACH we have established a new vodka segment for peach vodka, which has previously been underdeveloped in the US. We have also increased the pace of our product development. In the future we’ll be seeing more innovative products from ABSOLUT VODKA,” says Michael Persson, Brand Director, ABSOLUT VODKA.
 
In the past few years close to 200 new vodkas have been launched in the US. The flavored vodka segment in the US is growing rapidly. In 2004 it grew by almost 25 percent compared with the non-flavored segment, which grew by approximately five percent. During last year alone, there were nearly 40 new flavored vodkas launched in the US. Many of these disappear from the market after a short time. To be successful, the marketing as well as the taste must be just right.
 
“We used commercials on cable TV to launch ABSOLUT APEACH in the US. We chose TV commercials as a way to reach our target group quickly,” says Michael Persson. “Print was another important aspect of our marketing strategy. We used the print ad for ABSOLUT APEACH from the new “Find your Favor” campaign, which was developed for all the flavors in the ABSOLUT VODKA family. The campaign is intended to help consumers find their own personal favorite.”
 
V&S Absolut Spirits also produced – for the first time – three humorous viral marketing films about the development of ABSOLUT APEACH, called “The Making of ABSOLUT APEACH.” The films were distributed by newsletter and shown on absolut.com. They’ve also been spread from consumer to consumer on the Internet.
 
In just a short time ABSOLUT APEACH has established itself as one of the most successful newcomers to the ABSOLUT VODKA family. So far this year ABSOLUT APEACH has sold more than 80 percent above the annual plan in the US, with three months still remaining in the year. ABSOLUT APEACH is now the third largest flavor in the US, after ABSOLUT CITRON and ABSOLUT MANDRIN.
 
“The numbers don’t lie. American consumers like ABSOLUT APEACH, which is easy to mix, smooth, fruity and delicious, with a distinct character of ripe peaches,” adds Michael Persson.
 
To date, ABSOLUT APEACH has been launched in the US, Sweden, Canada and Denmark, and in Duty Free.

Back