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THE WYBOROWA COMPANY RELAUNCHES ITS FLAGSHIP BRAND, THE ICONIC WYBOROWA® WODKA

Press Release   •   Jul 25, 2012 13:25 GMT

Created by Poland’s State Spirit Monopoly in 1926, Wyborowa was formulated to embody the very best of Poland’s highly respected wodka-making capabilities. Impressed by its distinctive, sweet flavour and creamy velvety texture, the country’s authorities christened it “Wyborowa,” the Polish word for “exquisite.” Coveted by the Polish people, it was selected as the country’s first wodka to be sold abroad.

Wyborowa soon drew worldwide attention and has since won more than30 awards in international spirits competitions. It is now sold in more than 90 countries, where its unique rye-based character and balanced finish consistently win the hearts of true wodka enthusiasts. 

“We like to say that there is no way to improve Wyborowa, it is already the ‘exquisite’ wodka,” said Dan Lundberg, Global Marketing Director at The Wyborowa Company. “We have instead worked to distinguish this re-launch with an exciting new bottle design.”

Indeed, to mark the re-introduction of this iconic Polish brand, The Wyborowa Company will unveil an elegant new bottle that captures the adventurous, forward-looking spirit of Wyborowa while honoring its storied past. The bottle is crafted from distinctively modern cut glass and is emblazon with a blue label and bulb-shaped neck that recall the brand’s original packaging and iconic role in Polish history.

 “The vertical lines on the bottle were showcased on the first international label in 1932 as a symbol of rye grain,” said Mr Lundberg. “They have been featured on every design thereafter and are now beautifully engraved into the glass.”

The new Wyborowa bottle will be available globally from mid-July.

Round and full-bodied, with rich notes of fresh nuttiness and warm rye bread, Wyborowa is best enjoyed frozen in shots or on the rocks. Wyborowa is also excellent in cocktails, and long drinks. 

About Wyborowa

Wyborowa (pronounced “VEE-BO-RO-VA”) is a pure polish wodka produced in the city of Poznan in Western Poland. It is produced from 100% Polish rye grain that is sourced and adapted from local farms in the Poznan region. The rye grain is sent to small privately owned agricultural distilleries where it is mashed, fermented and distilled once through a single copper column. Wyborowa’s master distiller then passes the spirit through three columns of a continuous still to remove unwanted impurities and fusel oils, whilst retaining enough flavour to display the heart of the rye grain character. It is diluted with water from the distillery’s dedicated, extremely pure water source from deep below the ground.

About The Wyborowa Company

The Wyborowa Company is a division of The Absolut Company, which has worldwide responsibility for the production, innovation and strategic marketing of ABSOLUT, WYBOROWA, FRÏS, LUKSUSOWA, MALIBU and KAHLÚA. 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.

For further information, please contact:

Elin Wibell, Senior Manager Corporate Communications, The Absolut Company,

 +46 (0)70 190 10 41, elin.wibell@pernod-ricard.com

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.

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