The Pernod Ricard subsidiary took over the Villa L’Abri during the Tax Free World Association’s exhibition week.
There were uniformed bellhops, old-fashioned maids and synchronised swimmers - performing in an adjacent pool - to launch and celebrate the new vodka variant.
Said to be exclusively for global travelers and available from January, it is described as “a truly innovative new flavour; rich, smooth and sensual in taste and aroma, with the distinct, mysteriously luxurious qualities of freshly ground coffee with notes of almond, caramel and warm chili”.
The “extravagant and glamorous” Watkins bottle was created by Swedish fashion illustrator and artist Liselotte Watkins, known for her designs for fashion brands such as Miu Miu, Anna Sui and Barney’s, as well as for magazines such as Vogue and The New Yorker.
Anders Olsson, Absolut Company Global Travel Retail director, said: “Absolut Watkins is a most exciting launch for us indeed.
“Since our target group is global travelers, and all of our operations are about traveling, it’s a treat for us to be able to celebrate the entire concept of stylish travel with a brand new and unique product.
“Also, we’ve been delighted to be involved in this kind of creative collaboration with Liselotte Watkins, honouring, you might say, the creative roots of our Absolut brand.”
The Absolut Watkins launch is said to be backed by a “powerful 360-degree marketing campaign in duty free/travel retail markets worldwide, including unique in-store brand installations”.
A “special signature cocktail” has been created: Absolut Watkins and Cola, involving Absolut Watkins and cola poured over ice.
A “dossier” of drinks recipes is also available, offering “a number of other irresistibly glamorous Absolut Watkins cocktails”.
