Devoted fans from around the world met in Stockholm to celebrate an iconic brand.
Would you be willing to travel over 13,000 kilometres five times in two years to experience your favourite brand in its home country? What about drive more than 200 kilometres to get hold of a pair of headphones from ABSOLUT VODKA? Decorate an entire room with nothing but ABSOLUT bottles? Start an internet forum solely about ABSOLUT? Involve your entire family in a search for that one unique bottle? Vote 10,000 times for your favourite flavour?
Nothing is too big for a devoted ABSOLUT fan.
Today, there are nearly 2,000 ABSOLUT COLLECTORS around the world. For two days, 27 -28 June, 100 of these devoted collectors from 20 countries gathered in Stockholm to share their knowledge, stories and news about ABSOLUT. Some of the participants will travel from as far away as Chile, China, Brazil, Singapore and the United States.
“Only truly appreciated brands have such devoted fans and that makes us very proud. We see the ABSOLUT COLLECTORS as our ambassadors and want to take part of their insights of the brand” says Paul Duffy, CEO of The Absolut Company.
ABSOLUT COLLECTORS meet every year and they have previously held meetings in Sweden, Germany, the UK and Singapore. For some collectors, this is their first visit to Sweden, while others have travelled here several times in order to experience their favourite brand on its home turf.
“ABSOLUT is a brand that is driven by the creativity and passion to push boundaries and inspire. The dedication of our fans and the fact that many of them have followed us for so long is a source of inspiration and knowledge to us,“ says Jonas Tåhlin, Vice President Global Marketing at The Absolut Company.
That ABSOLUT is such an attractive brand to follow is demonstrated not least of all by Jesper Krejsbol, the collector who is organizing the meeting. Jesper has been a loyal ABSOLUT fan since the mid-90s.
“The fact that the brand's award-winning campaigns are so well known around the world is one of the things that makes ABSOLUT so interesting. ABSOLUT constantly inspires with creative new products and campaigns that challenge what is possible, both in terms of visual media and taste sensations,” says Jesper Krejsbol.
The typical collector is a man between the ages of 20 and 40, but some of the brand’s most devoted fans are women, and of the 100 collectors who met in Stockholm in June, five are women.
During the two days of the meeting, The Absolut Company invited the collectors to a workshop at ABSOLUT ATELIER where the collectors gave their views upon design, product launches and tastes. The second day beheld a visit to The Absolut Company's offices and Spritmuseum, the Museum of Spirits.
The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of ABSOLUT VODKA, Malibu, Kahlúa, Wyborowa, Luksusowa and Frïs. ABSOLUT VODKA is the world’s fourth largest premium spirits brand. Every bottle of ABSOLUT VODKA is produced in Åhus in southern Sweden. MALIBU is the number one coconut-flavoured rum in the world, sold in more than 150 countries. KAHLÚA coffee liqueur is the world leader in its category. As of July 2008, The Absolut Company is a company within the Pernod Ricard group, which holds one of the most prestigious brand portfolios in the sector. The head office is located in Stockholm, Sweden.