The new strategy of Absolut

Absolut is a vodka brand purchased by Ricard in 2009. That's why Absolut has totally changed its marketing strategy since 2009.

Its new strategy deals with a premium line. Indeed the goal is to attract more vodka consumers and build a new brand image. Absolut created a very high-line brand for Out-of-Home Consumption market in order to align with Grey Goose and Belvedere. This new brand is called "Elyx". Nowadays classic Absolut is more intended to supermarkets and hypermarkets. To keep its customers, limited editions are created at the end of each year.

In 2014, it's the Andy Warhol Edition.

2013 Edition

Elyx bottle

However, working with artists is not new for Absolut.
Since the 80's, Absolut have worked with artists. Its ask to artists to create experiences. That's why Absolut has strong connections to nightlife. That's we call "experiential strategy". For instance, a challenge given by Absolut to artists is to create a bar. By creating a art project, people remember the brand

Sources : Absolut official website, fastcompany.com, The Economist