The world’s leading premium vodka continues to grow: Absolut Vodka achieved its highest volumes ever with 11.6 million cases

Yesterday the French Group Pernod Ricard, the owner of Absolut Vodka, announced its annual results for 2012/13. The Group delivered a solid performance showing organic growth in profit from recurring operations of 6%. Absolut Vodka had a record year with an all-time high of 11.6 million cases or 104 million liters.

Absolut Vodka, the world’s fourth largest international spirits brand, had a record year in 2012/13 with an all-time high of 11.6 million cases. The brand continues to confirm its leadership and delivered outstanding performances especially in Asia led by South Korea and China and also in Eastern Europe with double-digit growth in important markets such as Russia and in Ukraine.

”We continue to drive premiumisation and innovation for our brands. It has been an exciting year, especially with the successful launch of our luxury product Absolut Elyx in the US. We also see great potential for Absolut Vodka in Asia, (India, Korea and China), South America (Brazil) and Eastern Europe”, says Paul Duffy, CEO, The Absolut Company.

With the launch of Absolut Elyx we redefine luxury vodka. Absolut Elyx is the first luxury vodka to win the title of Best Vodka and the double gold medal at the San Francisco World Spirits Competition.

Absolut Vodka also pioneered new and creative innovations such as the new flavors Absolut Hibiskus, Absolut Cilantro and trendsetting Absolut Craft; designed exclusively for bartenders. The limited edition Absolut Unique embodies the brand’s quality and creativity and has won numerous awards since its launch in 2012. By reprogramming its machines, the brand created about four million unique bottles whose every detail is a happy accident. 

“Malibu’s position as the number one in its category was also confirmed and was helped by the successful launch of Malibu Island Spiced in the US”, continues Paul.

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 and Kahlúa show a favourable price/mix as a result of the ambition to drive value ahead of volume, through price increases and the launch of high value products such as Absolut Elyx and Tune. Malibu is growing in the US fueled by the launches of Malibu Island Spiced, the first alcoholic beverage using a low-calorie sweetener, and the dessert-based flavors Malibu Sundae and Malibu Swirl. As a result of local brand activation Malibu also reports good performance in Russia, Australia, and Germany.