Absolut Vodka is a French-owned brand of vodka, produced near Åhus, Skåne, in southern Sweden. Since March 2008, the company has been owned by the French firm Pernod Ricard, having been sold by V&S Group, which is owned by the Swedish government. Absolut is the third largest brand of alcoholic spirits in the world after Bacardi and Smirnoff, and is sold in 126 countries.
Absolut’s beautiful “Anthem” commercial was the result of a collaborative effort by a group of artists, who created art installations in scenic locations around the world. The art pieces in the commercial spell out the core philosophy of the company, "See something different in an ABSOLUT WORLD." “Anthem” is a both literal and symbolic manifestation of …show more content…
In terms of consumption, vodka has seen a growth of about 2% every year since last couple of years. Due to rise in the popularity of flavored vodka and countless vodka cocktails, global vodka market including the United States, Asia, Africa and Europe is likely to capture the top position in few more years. ABSOLUT VODKA was established in 1879 but it was not until 1979 that the brand was introduced globally. Since its launch, ABSOLUT has grown from 90,000 litres to 96.6million litres in 2008. In US, it has become the second largest international spirit with a 14% share of the spirits market and is available in 126 countries. In 2008, ABSOLUT held 40% of the global market share in the fast-growing premium vodka category; more than triple that of any of its competitors. In US alone, it controls about 9% of the US vodka market volume which is more than any other brand.
3. Product Life Cycle:
The alcoholic drinks industry has undoubtedly grown a lot and has seen a marked evolution in terms of brand association, with products continually being re-launched amid a flurry of whistles and bells. While most organizations are keen to stress that the brands they represent still retain their core values, some have repositioned themselves in a drive to attract a premium price for a value-added sell.
Absolute Vodka was introduced in the global market over 30 years back and considering their rising sales and market share we can say that the product is