Absolut Vodka
Absolut Vodka, the world’s leading premium vodka1 champions creativity to open minds and spark change.
Absolut Vodka is a community-crafted spirit that follows a ‘seed to bottle’ production philosophy. It is distilled in and around the small town of Åhus in southern Sweden and is available in over 140 markets, with more than 12 million 9-litre cases sold worldwide each year. Made using two main natural ingredients – pure water from a local deep well and winter wheat from nearby farms – Absolut Vodka has been part of the Pernod Ricard Group since 2008.
Absolutbelieves in the power of creativity to inspire the world to see things differently. It continually seeks fresh voices and free thinkers who challenge today’s culture and drive positive change. In a world drifting towards sameness, Absolut views every one of its collaborations – with artists, designers, musicians and brands – as an opportunity to spark unexpected conversations and to broaden minds to new perspectives.
The unmatched premium quality of Absolut Vodka has inspired the world’s leading mixologists to create and influence many of today’s cocktails – from the iconic Cosmopolitan to vodka martini and its various flavour variants. It was the first spirits brand to export premium flavoured vodka to the US in 1986 and, more recently, has partnered with iconic brands such as Sprite and Ocean Spray, boosting the appeal and visibility of its expanding ready-to-drink (RTD) cocktail range.
Sustainability
Absolut Vodka’s one source philosophy underpins a long-standing commitment to sustainability. It is dedicated to doing the right thing for consumers, society, the environment and its people. This commitment has been part of its ethos since the very beginning, with its founder, L.O. Smith, aiming to produce a better vodka free from fusel alcohol to improve public health and care for the well-being of his staff. Today, Absolut Vodka’s distillery is fossil-free and it works closely with its wheat farmers on sustainable farming practices.
Heritage
Absolut Vodka uses a continuous distillation process similar to the one introduced in Sweden in the 1870s by L.O. Smith, whose portrait appears on the seal of Absolut Vodka’s apothecary-shaped bottle. Inspired by an 18th-century Swedish medicine jar, the bottle has played a key role in Absolut Vodka’s mission to champion visual creativity. Andy Warhol became the first artist to paint the Absolut Vodka bottle in 1985, paving the way for over 500 collaborations with international artists, resulting in a collection of more than 850 Absolut Vodka-branded works of art, now housed in the Spritmuseum in Stockholm.
Timeline
1879
Absolut Pure Vodka (as it was originally called) was first made at Reymersholme in Stockholm by Lars Olsson Smith using a unique continuing distilling process that is still used to this day.
1979
Absolut Vodka starts exporting to the US in a move that would soon see us establish ourselves as a world-leading spirit brand.
1980
Absolut Perfection campaign launched. This ground-breaking advert became one of the longest-running campaign in the advertising industry. A simple pun with a play on the word ‘Absolut’ that could be repeated in variations using a striking image. And it was…for 1,500 ads over 25 years.
1981
Absolut’s first advert in The Advocate, a leading gay magazine. Absolut was a friend of the LGBTQ community at a time when other brands feared it was brand suicide to be so. In 1981, as the AIDs pandemic broke, we ran our first ads in two magazines read by gay men, The Advocate and After Dark.
1986
Absolut launches the world’s first flavoured vodka, Absolut Peppar. We inspired the flavoured spirits that are commonplace today being the first brand to export flavoured vodka to the US with Absolut Peppar in 1986.
1988
As a pioneer and innovator of premium vodka and quality vodka-based drinks many other flavours have followed. Absolut Citron became our second in 1988.
1989
Absolut Vodka sponsors GLAAD (Gay & Lesbian Alliance Against Defamation) for the first time. Today, GLAAD is the world’s largest LGBTQ media advocacy organisation – a far cry from when we first gave it our support. In 1989, it was still a fledgling organisation, having been founded by a handful of journalists trying to bring balance to the many discriminatory stories they were unearthing covering the AIDs pandemic.
1992
1999
2003
2004
2005
Absolut Second Skin
We express our creativity and community values through our eagerly anticipated annual limited edition designed bottles. This bottle, with its white plastic cover and decorated with snowflakes, was launched for the Christmas season.
2005
2006
Absolut Bling Bling
A celebration of fun this exclusive limited edition bottle paid homage to the 1960s – the golden era of cocktails leaving traces of inspiration for today’s bars and bartenders.
2007
2007
Absolut Disco
The Absolut Disco bottle was all about dancing. Made of 1,000 reflecting prisms formed in the Absolut Vodka bottle shape, the gift pack slid apart upon opening, revealing our iconic bottle.
2008
2008
Absolut Masquarade
Built of exactly 3,238 shiny red spangles in the shape of the bottle and with a zipper on the back, the Absolut Masquerade gift pack was made to inspire consumers to embrace their glamorous side.
2008
Pernod Ricard Group acquires Absolut Vodka brand having bought Vin & Spirit Group.
2008
Absolut Colours
Dressed in the Pride flag, the Absolut Colours bottle design was both a nod to our long-standing support for the LGBT community, which was celebrating 30 years, as well as a pledge to continue our support for equality.
2008
Absolut Machines
Pushing the boundaries, our pioneering project explored what happens when cutting-edge technology meets the creativity of art, music and design. The result was two artificially creative and highly interactive music-making machines – the Absolut Quartet, an automated multi-instrumental orchestral machine and the Absolut Choir, a multi-channel robotic choir, made up of 10 singing characters of various shapes and sizes.
2016
2017
Absolut Extrakt
A shot we put together to toast the good times was our take on a classic Swedish snaps flavour. The result was Absolut Extrakt – infused with the spiced warm flavour of green cardamom – a shot best consumed chilled.
2017
Absolut Mixt
Our ready-to-drink debut in the summer of 2017. Absolut Mixt flavours included Blueberry & Lime, Lingonberry & Pear, Cloudberry & Apple and Guarana & Pineapple – inspired by Swedish heritage, Nordic berries as well as exotic fruit.
2018
2019
Launch of Absolut Juice
A seasonal inspiration, with no artificial flavours, five per cent real fruit juice and 99 calories per serving. Absolut Vodka with delicious fruit juice from sun-ripened strawberries perfect for a hot summer day or other fruit juices.
2020
Absolut Movement
A limited-edition bottle that aimed to inspire people with diverse views to come together and connect. Leaning on the values of inclusivity and togetherness at the forefront of our brand.
2021
2021
Absolut Voices
We believe that the world becomes a better place when we mix beyond differences. Absolut Voices encouraged people to open up and connect with its unique design – illustrations of expanding soundwaves – on a bottle containing 80 per cent recycled glass.
2021
2023
2023
Launch of Absolut NIGHTS shot range with Smoky Pina.
2023
Absolut SENSATIONS
Our first mid-level ABV alternative is part of our mission to offer more flexibility by appealing to the growing numbers of people looking to prioritise moderation when they are socialising – without compromising on taste.
2023
Absolut Paper
A single-mould paper-based bottle made from 57% paper and an integrated lining made of recyclable plastics that can be recycled in one piece. First generation on its journey to create the world’s first 100% bio-based and recyclable paper bottle.
2023
Partnership with Heinz to launch a new limited-edition pasta sauce.
2023
Absolut Mosaik
Limited Edition Absolut Original Vodka bottle is designed in collaboration with the icon Olly Alexander. The concept celebrates everyone being different and symbolizes that with our individuality, we’re all important parts of a greater whole.
2024
Launch of Absolut Vodka x Sprite RTD, a collaboration between Pernod Ricard and The Coca-Cola Company.
2024
Launch of Absolut Vodka Cranberry in collaboration with Ocean Spray.
2024
Launch of Absolut Nights Orange Peel.
2024
Absolut launches limited edition bottle to celebrate the rediscovery of Andy Warhol’s “Absolut Blue” painting, almost 40 years since its first collaboration with the iconic American artist.
2024
Absolut original new packshot.
2024
Absolut Vodka announces that its distillery is fossil-free.
2025
Absolut successfully trialled an industry-first paper-based cap-and-bottle duo as part of its vision to create a fully biobased bottle.
2025
Absolut Haring Artist-Edition
Absolut Vodka celebrates the legacy of Keith Haring with the Absolut Haring Artist-Edition, nearly four decades after he first painted the apothecary-shaped bottle.
2025
Absolut Vodka and Aries unveil a special-edition fashion collection inspired by Keith Haring’s Absolut artworks.
2026
Absolut® TABASCO™
Absolut Vodka and TABASCO® Brand collaborate to launch a new spicy vodka, Absolut® TABASCO™
1 IWSR 2024
Want to know more about Absolut Vodka? Visit the Absolut.com website for more about our products, all the flavour and drink recipes for a good time.