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Written by Jeff Cioletti
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Sunday, 01 July 2007 |
The following is a companion piece to the July 15, 2007 cover story titled "In a Changing World, There's Only One Absolut."
Flavor innovation is one of the key drivers of any beverage business and it's been something at which Absolut has proven especially adept. Now, the spirits company is bringing the concept to another level entirely: innovation for a good cause.
Absolut New Orleans, which launches Aug. 1, is a limited edition one-off product that sports a taste of mango and a spicy kick, designed to evoke the flavor and vibrancy of the Southern city. The bottle features an image of a harmonica, reflecting the musical culture that has defined the city, which, just under two years ago, was ravaged by Hurricane Katrina.
The product is in the tradition of Absolut's old city-themed campaign--but in this case it's not just about a city, but for it, as well. All profits from Absolut New Orleans will be put toward revitalization efforts throughout the Gulf region. Among the charities that will benefit are Habitat for Humanity, which is playing a key role in the region's reconstruction, and the Louisiana Restaurant Association, which is helping local eateries bounce back and continue to provide the cuisine for which the area is so famous.
It's efforts like Absolut New Orleans that demonstrate the leadership role that Absolut Spirits Co. and the alcohol beverage business have played in promoting good corporate citizenship, through philanthropic initiatives and promotion of responsible consumption. And that ultimately pays dividends for the brands.
"It's bringing excitement to the brand, as well as the distilled spirits business," says Absolut Spirits CEO Kevin Fennessey. "[Absolut New Orleans] ties in very well with our responsibility campaign, and it's very topical. I don't think many other brands could pull this project off, and we're very, very proud of it. We've had a tremendous reception from the charities, as well as the trade, distributors and retailers." |
