ABSOLUT(R) Vodka Announces First New Flavor of 2007

ABSOLUT(R) Vodka Announces First New Flavor of 2007

ABSOLUT(R) PEARS Leads the Way for a Year of Enticing and Seductive New Tastes


New York, NY–(HISPANIC PR WIRE)–October 10, 2006–Today, ABSOLUT VODKA announced its 2007 U.S. flavor “line-up,” with Pear-flavored vodka leading the way. ABSOLUT PEARS, the ninth flavor in the ABSOLUT Flavors portfolio, will be available nationally on- and off-premise by January 5, and will add a new and enticingly mellow personality to the brand.

ABSOLUT PEARS has a provocative and full-bodied taste that is soft and ripe with a long and fruity aftertaste. The aroma is natural, containing mellow pears with a hint of sweet almond notes, adding a sensual energy to this otherwise demure fruit.

“ABSOLUT is coming out strong in 2007 with the first new flavor of the year – one that we think will be an instant favorite because it’s so fresh and different,” said Matt Aeppli, Vice President of Marketing, The Absolut Spirits Co., Inc. “We expect ABSOLUT PEARS to follow in the footsteps of ABSOLUT(R) APEACH and ABSOLUT(R) RUBY RED, our two recent flavor hits, and become an instant classic,” he said.

“Not only will this flavor be a standout in the category, but it will be a standout on the back of the bar shelf and at retail with its seductively-hued green bottle – a bold new look for the brand,” said Tim

Murphy, ABSOLUT VODKA Brand Director. “We know that bartenders and consumers alike will be able to experiment with ABSOLUT PEARS and create new and captivating cocktails,” he added.

The ABSOLUT PEARS bottle is dressed in two shades of soft, mellow green with subtle curves and shapes inspired by the tender Anjou pear. The modern, organic design mimics the silhouette of an upside-down pear while expressing the freshness and deep flow of the flavor. ABSOLUT PEARS, like all other ABSOLUT flavors, contains all-natural ingredients, is 80 proof, and is certified Kosher with the OU designation.

ABSOLUT PEARS will introduce a new movement into current cocktail culture with decadent dessert inspired recipes – a new twist for the vodka category. Additionally, the rich and mellow flavor of the pear and its unique characteristic as a complement to other flavors will provide a new foundation for classic drinks like Cosmopolitans and Martinis, as well as an exciting complement to mixers and exotic juices. Creative recipes for fresh, imaginative cocktails and further information on ABSOLUT PEARS are available on the ABSOLUT VODKA Web site at http://www.absolut.com.

ABSOLUT VODKA has been committed to developing innovative flavors since the introduction of ABSOLUT PEPPAR(R) in 1986, its first flavored vodka. Since then, ABSOLUT has continued to bring a unique twist to common flavors with products such as ABSOLUT(R) MANDRIN(R), ABSOLUT CITRON(R), ABSOLUT(R) KURANT(R), ABSOLUT(R) VANILIA(R), ABSOLUT(R) RASPBERRI(R), ABSOLUT APEACH, ABSOLUT RUBY RED and ABSOLUT PEARS. ABSOLUT continues to lead the flavored vodka segment with ABSOLUT CITRON.

ABSOLUT PEARS will be available in 50ml, 750ml and 1-liter bottles.

About The Absolut Spirits Company, Inc.

The Absolut Spirits Company, Inc., headquartered in New York, is a subsidiary of V&S Group and operates under the auspices of V&S Absolut Spirits in Stockholm, which produces and markets ABSOLUT(R) VODKA, ABSOLUT CUT(TM), Level (TM) Vodka, FRÏS(R) Vodka , Plymouth(TM) Gin and Cruzan(R) Rum. The Absolut Spirits Company, Inc. imports ABSOLUT VODKA, Level Vodka, Plymouth Gin and Cruzan Rum in the US and distributes the brands through FutureBrands LLC, a joint venture with Beam Global Spirits and Wine.

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ABSOLUT(R) Vodka Announces First New Flavor of 2007