December 1, 2003 01 December 2003 Absolut unveils a new Level of super-premium vodka

(PR) V&S ABSOLUT SPIRITS announces the launch of Level, a new vodka of the highest quality. Level is the perfect balance of smoothness and character, which is achieved by a unique combination of two distillation methods, a new level of vodka.

“Level is our long-awaited entry into the vibrant super-premium vodka segment in the US,” said Bengt Baron, president, V&S ABSOLUT SPIRITS. “The innovative combination of distillation methods delivers a unique product with refined taste. We are confident consumers will agree Level was worth the wait.”
For the first time, a vodka is being produced by combining two distillation
methods. This production process involves continuous distillation, which distills the vodka hundreds of times to ensure unparalleled smoothness, and batch distillation, where the vodka is produced batch-by-batch in pot stills under the attentive eye of expert distillers, which results in Level’s refined taste.

“Level is produced in Åhus, Sweden, to ensure it is of the highest quality, but it is a truly different product with its own identity, ”said Baron. “One taste and
consumers will see it is a completely new level of vodka.”

The name Level communicates the vodka’s point of difference – the perfect balance of smoothness and character. This positioning also extends to the bottle, which is frosted, tall and slim with perfectly balanced proportions. It has a heavy base, and its front features a small silhouette of the ABSOLUT bottle.

Level will be launched in the United States in March 2004 priced competitively
within the super-premium segment. It will also be available at selective duty free retail stores outlets globally in May 2004.

Level can be enjoyed neat, over ice or in a martini. Level is also excellent mixed.