Absolut rolls out Electrik bottles in GTRBy Kristiane Sherry
Pernod Ricard Travel Retail is rolling out Absolut Electrik into global travel retail, the latest release in its series of end-of-year limited edition bottle designs.
The metallic bottles are available in silver and blue, with semi-transparent coating creating see-through reflections.
First announced in September, the launch is now being supported by large-scale activation at Heathrow Airport until 5 January. Absolut Electrik Blue Mules are available to sample, and a luggage tag is being given as a gift with purchase.
The product will also be promoted with prominent new product placement spots at Heinemann locations across Europe including Frankfurt T2 Non-Schengen, Frankfurt C Main, Hamburg Plaza, Berlin, Cologne, Vienna, Budapest, Istanbul, Copenhagen, Oslo. There will also be visibility for the brand at the Scandlines whisky trade show in October.
The launch is accompanied by an Electrik Mixology online platform on Absolut.com. Passengers can collaborate with an interactive robot to create a personalised drink, and view a video of the robot mixing it.
In addition, a series of global events exploring the future of nightlife will take place in Brazil, Germany, Mexico and other locations, following a London launch party for the limited edition range.
“We are excited to see the launch of Absolut Electrik in global travel retail as it is a unique offering that will engage and excite travellers around the world,” said Jenny Shipton, marketing director, Pernod Ricard Travel Retail.
“The launch is extremely timely as we are seeing an increasing number of consumers that are globe-trotting for new nightlife experiences.”
Absolut Electrik is available now in global travel retail priced at €18.00 for a 75cl bottle.
In August, Pernod Ricard took a €404 million impairment charge on Absolut as the brand continued to struggle in its key US market.