Pernod Ricard launches Absolut Rock

Following on from the success of the Absolut Masquerade and Absolut Disco limited edition bottles, Pernod Ricard is launching Absolut Rock with the vodka bottle this time wrapped in a studded leather jacket

The Absolut Rock edition will be available globally. In the UK, it is being launched in Selfridges on September 1, priced at £19.99, before being released to retailers select premium bars nationally at the beginning of October.

The launch will be supported by marketing activities which enable consumers to “feel like Rockstars”.

Experiential and digital activity during September will focus on delivering to consumers humorous insights into a rock band’s personality and lifestyle, themed around backstage ‘rider’ demands of some of the most famous names in rock.  Key areas of London, which capture the vibrant UK rock scene, will be transformed in a nod to the rock lifestyle, including unique experiences for consumers during gigs and concerts.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, comments: “Absolut has a genuine passion for creativity, and for decades Absolut has been an integral part of rock culture, including collaborating with Lenny Kravitz and requested on many famous rock riders. Absolut Rock is our way of celebrating rock and invites consumers to feel like rock stars. It builds on the excitement generated around the brand since the ‘In an Absolut world’ platform launched earlier this year”.

Mark continues: “It’s also a great opportunity for us to continue our relationship with Selfridges, where we recently launched the No Label bottle, as well as a chance to work with the off-trade to help them to add value and drive sales in the all-important lead up to Christmas.”

In conjunction with the launch of the new limited edition bottle, US rock photographer and filmmaker Danny Clinch has captured rock band Wolfmother and the Absolut Rock edition bottle in a series of documentary photographs shot in LA, creating an authentic Absolut world of rock ‘n’ roll, in which consumers are invited behind the scenes to “roll with the band”. Danny has also produced an exclusive director’s cut film, depicting his vision of rock and roll, and showing his amazing images coming to life. Rock fans can see the results at www.absolut.com/rockedition.  

Pernod Ricard UK is part of the Pernod Ricard Group, co-leader of the global wines and spirits industry. Globally, Pernod Ricard now represents 91 million cases of spirits and 25 million cases of wine, and owns 19 of the world’s top 100 brands.

1 August 2009 - Felicity Murray