Absolut Karnival brings the passion of Brazil

Pernod Ricard Travel Retail Europe has unveiled Absolut’s limited edition for 2014 – Absolut Karnival. Launched annually, Absolut introduces a limited edition into the Travel Retail channel that sees a dynamic collaboration between Absolut and an internationally recognised artist, celebrating Absolut’s reputation for originality and creative flair.

This launch will take place in seven European hotspots from today running into early summer. The campaign kicks off in Stockholm Arlanda, Amsterdam Schiphol, Frankfurt and Cologne airports as well as in the Nordic Scandlines border store. Activations will run throughout May in London Gatwick South and London Heathrow’s Terminal 3.

Absolut Karnival is a blend of Absolut vodka, orange blossom and passion fruit that gives rise to rich, fresh and tropical notes. Rafael Grampá, a graphic novelist from Brazil – the home of the world’s most critically acclaimed carnival – collaborated with Absolut, bringing his intricate linework, use of colour and impeccable detailing to produce a genuinely unique limited edition bottle. His creation of five exotic and effervescent Karnival characters gives this campaign even more dramatisation and personality.

The passion and vibrancy of the Karnival are brought to life with Grampá’s five characters at the forefront of every site design. Further in-store visibility is achieved thanks to carnival-themed product displays and bottle glorifiers. Visitors to airport activations in London, Frankfurt and The Nordics will be welcomed to sample Absolut Karnival’s key serve – The Parade of Passion – blending Absolut Karnival with cloudy apple and pomegranate juices to add fresh zing to their travels.

Jenny Shipton, MD, Pernod Ricard Travel Retail Europe, said: “Absolut limited editions have been a huge success within the Travel Retail channel. Each year Absolut conjures up an exclusive and totally unique blend of delicious flavours and by partnering with a gifted artist from anywhere in the world the artwork is guaranteed to be a collectable.”

1 April 2014 - Felicity Murray The Drinks Report, editor