May 26, 2009 Absolut No Label: New limited edition

The Nuance Group Sweden has been selected as the launch partner for The Absolut Company’s new release in travel-retail. Absolut No Label is a limited edition of the 40% abv Absolut vodka and will be available exclusively at Nuance’s Swedish duty-free stores until the end of June.

The Absolut No Label bottles are numbered and contain no label or logo. They feature only a removable campaign sticker with the website address, where consumers can find more information and give feedback. The product was launched on May 22 and in Scandinavian travel-retail the exclusivity deal will be extended until the end of August.

The Nuance Group Sweden general manager Karl Walter said: “The Nuance Group places great emphasis on creating a relevant local offer for each of its stores. Swedish by origin, Absolut is a very important part of our World of Vodka section in the Stockholm Arlanda tax-free store, boasting a very prominent display. It will be a pleasure to add this limited-edition Absolut No Label line to our liquor range in Sweden, providing our customers with a truly exclusive offer ahead of any other store downtown or at any airport in the world.”

The Absolut Company global travel-retail director Anders Olsson added: “In an Absolut world there are no labels. No one is judged on the basis of prejudice, and everybody is encouraged to be who they really are. Seeing beyond stereotypical labels makes the world more vibrant, diverse and respectful.”