April 1, 2004 01 April 2004 Absolut launches Level: super-premium vodka

Absolut has launched its new super-premium vodka, Level. The company confirmed the move yesterday, and will back the launch with a US$10m advertising campaign.

On Monday 5 April, Level’s television advertising debuts, marking the first time Absolut has used the medium to support its products. The launch campaign also includes print advertising, public relations, events, on-premise promotions and a web site, www.levelvodka.com.

Level is now available nationwide in the US. The vodka comes in three sizes: 50 ml, 750 ml and 1 litre. It will also be available in a 1-litre size at duty free retail outlets globally in May 2004.