Absolut sales surge after takeover

15 April, 2009

The UK off-trade has been one of the fastest growing markets for Absolut vodka since its acquisition by Pernod Ricard last year.

A comparison of Nielsen stats from around the world show take-home sales growing 20% in the nine months to the end of March, with only Germany (+41%) showing faster growth among the major world markets.

The figures come as Absolut embarks on an ad campaign in mainstream cinemas and on news websites for the brand.

A new ad portrays a world fuelled by acts of kindness, including shoppers paying for groceries with hugs (pictured)

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said: “The new campaign will further intensify the excitement and intrigue we’re generating around the Absolut brand at the moment.

“Absolut seeks to stimulate discussion around unconventional, visionary and alternative views of the world that we hope will be inspirational and influential amongst our target audience.

“We’re confident this campaign delivers a thought provoking take on our day-to-day lives.”

Absolut and other brands from the Vin & Sprit acquisition contributed an extra Euro600 million to Pernod Ricard’s total sales of Euro5.6 billion in the first three quarters of the year.

Organic growth in Europe excluding France was 2% down on the same period in 2007-8, and third quarter sales were 17% lower than a year earlier.

In the year-to-date, only Martell, Mumm, Jameson, Havana Club and Glenlivet saw an organic rise in net sales globally, with double digit falls for Perrier-Jouet and Kahlua.

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