September 27, 2011 Absolut Mode Edition

The new limited-edition gift pack draws inspiration from the world of fashion and was pre-launched in duty-free at Stockholm Arlanda airport.
Liquor supplier Pernod Ricard Travel Retail Europe is showcasing in duty-free the new limited-edition gift pack from Absolut vodka for the holidays, Absolut Mode. Inspired by the world of fashion, the new edition was first launched at Stockholm Arlanda airport with The Nuance Group on September 6 and will be rolled out globally throughout the autumn.

Select markets will also feature walk-in closets presenting the Absolut vodka Crystal Pinstripe Bottle, an even more limited special edition crafted in hand-blown Swedish crystal.

The Absolut Company Global Travel Retail director Anders Olsson said: “We’re obviously thrilled about this launch. Fashion feels like home turf for us at Absolut, and it’s great to be back on that stage with this exciting new initiative. We’re also delighted to be able to present the Absolut vodka Crystal Pinstripe Bottle as an extra, super-premium edge to this launch, intended exclusively for travellers.”

“Absolut Mode edition and the Absolut vodka Crystal Pinstripe Bottle are exciting new limited editions which are sure to catch people’s eye,” added Pernod Ricard Travel Retail Europe senior brand manager Shuhui Lim. “By using up-to-the-minute technology we engage consumers traveling through Arlanda airport in a modern and inspiring way—an interactive approach creating buzz in the airport and reinforcing or brand’s premium positioning,”

The Nuance Group liquor buyer Sweden Fredrik Holm concluded: “At the Nuance Group we continually strive to produce engaging promotions for our consumers…The new, high-impact promotional display has already attracted consumers and we are confident the combination of digital technology and striking products will create a powerful wow-factor and boost sales.” More on official Absolut Mode Edition website.