Absolut acquires building for visitor centre
Pernod Ricard-owned The Absolut Company has acquired a building in Åhus, Sweden, which it will convert into a visitor centre to meet growing consumer interest in the brand.
Absolut now owns a residential building which it will convert into a visitor centreWhen complete, the centre will provide visitors an opportunity to discover the brand, its origins and history.
The 550sqm building is from the same era as the distillery, which was completed in 1906. A former residential property, it was constructed in 1899, with its first tenants moving in in 1903.
A renovation project will begin on 15 June to adapt the building to accommodate the visitor centre.
“We are proud of our origins and want to share our Åhus with the world,” said says Anna Schreil, VP Operations Absolut.
“It’s also important for us to give those who are interested in Absolut Vodka the opportunity to experience the brand in an engaging way, and in accordance with the values the brand stands for.
“We want to continue to invest in Åhus, which is the heart of Absolut Vodka. By opening a visitors centre, we hope to further contribute to the development of the community.”
Krister Asplund, project manager of the visitors centre and former VP Operations, The Absolut Company, added: “When people visit an important brand like Absolut, they have high expectations for the experience. However, we are eager to comply with all expectations and Swedish regulations when it comes to the sales and marketing of spirits.”
Earlier this year, Pernod Ricard CEO Alexandre Ricard said the group is “in line with ambitions” to stabilise the Absolut brand in the US following hefty declines for the brand last year.
