World’s Most Iconic Vodka Unveils ABSOLUT NEW ORLEANS, First-Ever Limited Edition Product...

World’s Most Iconic Vodka Unveils ABSOLUT NEW ORLEANS, First-Ever Limited Edition Product to Evoke the Spirit of a City

The Absolut Spirits Company, Inc. to donate 100 percent of its ABSOLUT NEW ORLEANS profits to help rebuild the gulf coast


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New Orleans, LA–(HISPANIC PR WIRE)–July 18, 2007–Today, ABSOLUT VODKA announced the launch of a bold new product, ABSOLUT NEW ORLEANS, a limited-edition flavored vodka inspired by the “Big Easy.” Launched today at Tales of the Cocktail, an annual New Orleans culinary and cocktail festival attended by notable industry leaders, the production of ABSOLUT NEW ORLEANS will be accompanied by a minimum charitable donation of $2 million to organizations benefiting New Orleans and cities along the Gulf Coast.

ABSOLUT NEW ORLEANS takes the vodka category in a daring new direction through a unique charity component, delicious new flavor combination and distinctive personality. The new innovative vodka flavor offers a juicy taste of mango with a kick of black pepper and is made from all natural ingredients with no added sugar or sweetener. The product will be available nationwide on August 1 at bars, nightclubs, restaurants, hotels and retail locations, including Ruth’s Chris Steak House, SUPERVALU’s Albertsons stores in southern California and Las Vegas and Jewel-Osco stores in Chicago, and select Hilton and Doubletree properties.

“ABSOLUT NEW ORLEANS is expanding the reach of traditional spirits and redefining the way we think about our products. We’re confident our consumers will be energized by this unique flavor experience and the opportunity to make an impact with each sip,” said Tim Murphy, Vice President of Marketing, The Absolut Spirits Company, Inc. “ABSOLUT NEW ORLEANS is the first in a series of limited edition flavors that will evoke new ‘tastes’ while celebrating and supporting diverse cities.”

In the late 1980s, ABSOLUT VODKA launched its “Cities” campaign with a wink and a nod to the intrinsic flare and historical heartbeat of what made each city special and unique. Almost 20 years later, the brand is bringing the “Cities” campaign to life with ABSOLUT NEW ORLEANS and will continue to roll out limited-edition, city-inspired flavors like only ABSOLUT VODKA can do. ABSOLUT NEW ORLEANS was chosen first, so the brand could galvanize its consumers and the hospitality industry to help rebuild the Gulf Coast through a shared sense of spirit and celebration.

The Absolut Spirits Company, Inc. will donate 100 percent of its ABSOLUT NEW ORLEANS profits to charities along the Gulf Coast, including organizations in Louisiana, Alabama and Mississippi. ABSOLUT NEW ORLEANS will celebrate the spirit of the city by forging partnerships with non-profit organizations that are dedicated to rebuilding the Gulf region. New Orleans Area Habitat for Humanity, Hands On Gulf Coast, Volunteer Mobile, Tipitina’s Foundation and the Louisiana Restaurant Association Education Foundation will each receive a monetary donation to support programs that will help rebuild their respective cities and revive the vibrant culture of the Gulf.

“We are inspired by ABSOLUT NEW ORLEANS and are proud of the partnership we have created with ABSOLUT,” said Gina Stilp, Development Coordinator for New Orleans Area Habitat for Humanity. “After two years, there is still much work to be done along the Gulf Coast – the donation will pay for the construction of 5 new homes for qualified, low-income families.”

“ABSOLUT NEW ORLEANS will fund a concert series highlighting local talent in the New Orleans community,” said Adam Shipley, Music Director for the Tipitina’s Foundation. “Music is crucial to the spirit of our city. Supporting authentic, local musicians helps revive what makes New Orleans so special.” As a representation of the musical heritage of New Orleans, the ABSOLUT NEW ORLEANS bottle features a brass harmonica branded with the name “L.O. Smith Trio” as a tribute to Lars Olsson Smith, the founder of ABSOLUT.

This product will be supported by an integrated marketing campaign, including a New York consumer launch event in August, out-of-home executions and a special “In An Absolut World” advertisement in national magazines. The advertisement depicts a stream of relief trucks bringing aid to the people of New Orleans, as well as families moving back to the city.

Bring the spirit and spice from New Orleans to your drink with ABSOLUT NEW ORLEANS signature cocktails like the ABSOLUT BIG BREEZY made with ABSOLUT NEW ORLEANS, chunks of fresh watermelon, simple syrup, lemon juice and a pinch of black pepper, or try the ABSOLUT REBUILDER made with ABSOLUT NEW ORLEANS, pineapple juice and orange juice.

For more information on New Orleans Area Habitat for Humanity, Hands On Gulf Coast, Volunteer Mobile, Tipitina’s Foundation or the Louisiana Restaurant Association Education Foundation, please visit http://www.absolut.com/neworleans. Bottle images and additional ABSOLUT NEW ORLEANS cocktail recipes are available upon request.

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.

World’s Most Iconic Vodka Unveils ABSOLUT NEW ORLEANS, First-Ever Limited Edition Product to Evoke the Spirit of a City