Absolut London makes timely arrival

Pernod Ricard UK is hoping the release of Absolut London in time for the Olympics and the Queen’s diamond jubilee will lift sales of the brand by 10%.

The latest City Series limited edition was unveiled at a Pernod Ricard press briefing in London today, ahead of its March 1 UK release.

The City Series already comprises Miami, San Franciso, Brooklyn, New Orleans, Los Angeles, Boston, Vancouver, Rio, Stockholm and Bejing.

The liquid in the bottle is standard Absolut vodka while the packaging was designed in collaboration with Jamie Hewlett, the creative force behind the animation of pop group Gorillaz.

The bottle features seven depictions of Londoners through the ages – named 18th Century Dandy, Dickension, Pinstripe, 60’s Chick, Punk, Ska and 80’s Casual – supposedly representing the "character of London".  

Luxury London shops Selfridges and Harvey Nichols have exclusive rights for the sale of Absolut London from March 1,  a month ahead of its general release on April 1.

The launch will be supported by Absolut London POS, digital activity, glassware and signature serve, Absolut Bloody London – a version of a classic Bloody Mary with the addition of Colman’s Mustard, Marmite and HP Sauce.

Speaking at the unveiling of Absolut London, Dennis O’Flynn, managing director of Pernod Ricard UK said the brand was “not permitted to have any image of the Olympics” on the bottle but that he hoped the edition would “exploit the events” taking place in London this summer.

“We’re hoping for a 10% uplift in sales,” he said.