The Absolut Spirits Company, Inc. to Donate 100 Percent of its ABSOLUT NEW
ORLEANS Profits to Help Rebuild the Gulf Coast
NEW ORLEANS, July 18 /PRNewswire/ -- Today, ABSOLUT(R) VODKA announced
the launch of a bold new product, ABSOLUT(R) 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.
(Photo: http://www.newscom.com/cgi-bin/prnh/20070718/NYW031 )
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 five 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(R) 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(R) 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
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, FRIS(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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SOURCE The Absolut Spirits Company, Inc.
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Related links:
http://www.absolut.com/neworleans
Photo Notes:
NewsCom: http://www.newscom.com/cgi-bin/prnh/20070718/NYW031
PRN Photo Desk, photodesk@prnewswire.com
CONTACT:
Sarah Bessette, of The Absolut Spirits
Company, Inc., +1-917-770-4411, sarah.bessette@absolut.com; or
Stephanie Camargo of Ketchum, +1-954-822-0461,
stephanie.camargo@ketchum.com, for The Absolut Spirits Company,
Inc.
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