Absolut Exposure launches at TFWA Cannes

23 October, 2012

Pernod Ricard launched Absolut Exposure last night at an event at TFWA Cannes.

The honey, melon and lemongrass-flavoured limited edition replaces Absolut Gustafson in global travel retail, which was launched this time last year.

The new bottle, which is priced at a 20% premium to the original Absolut Vodka and will be available from Jan 2013, features in-bottle artwork.

Three editions of the ‘Traveller’s Exclusive’ are available – each displaying a different Johan Renck-photograhed image of model Lydia Hearst.

Speaking to Drinks International at TFWA Cannes about the launch, Noel Burchill, area director of global travel retail, Americas for The Absolute Company said the limited edition would likely sell out within 6 months.

He said the flavour combination was “very accessible” and that the edition would be popular among “travellers looking for a memento” and those on business.

Burchill said the limited edition which is launched at Cannes each year is reflected in the sales of Absolut throughout the year. “We generally see an uplift in sales when we launch a travel retail exclusive,” he said.

According to Burchill, 1.6m 9-litre cases of the brand’s total 11m cases is sold in global travel retail, its second largest market behind the US.

The new Absolut bottle was unveiled at an event co-hosted by Chivas Brothers, which showcased The Chivas Brothers' Blend.

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