Absolut

The name Absolut Vodka, which was given to a completely new product in 1879, partially derives from the Swedish drink Absolut Rent Branvin (Absolut Renat Brannvin, absolutely pure distilled wine — a name that referred to its production method through distillation or boiling of the alcoholic mass) from vodka. The initial concepts developed by marketers aimed to emphasize the Swedish roots of the new brand. One idea was to name the vodka "Swedish Blonde Vodka" with a label depicting Vikings engaged in raiding, while another suggested "Royal Court Vodka" with an image of a frost-covered decanter. There was even a proposal to wrap the bottle in paper. However, none of the ideas adequately represented the quality and origin of the vodka. The solution came after the bottle shape was chosen. Advertising specialist Gunnar Broman was looking at an antique shop window in Stockholm and unexpectedly saw a Swedish pharmacy bottle. It was elegant, unconventional, simple in outline, and very Swedish. Several designers were tasked with refining the bottle shape, after which it was decided to completely forgo a label to avoid obscuring the crystal-clear contents of the bottle. Today, Absolut is the third largest brand of alcoholic spirits in the world after Bacardi and Smirnoff, sold in 126 countries. The largest export market is the USA, where approximately 73 million liters were sold in 2003.