Last night, on October 18th, it was “sneak” premièred at a spectacular release party at Villa L’Abri in Cannes — ABSOLUT WATKINS, the smashing new limited edition flavor from ABSOLUT, created exclusively for global travelers, reflecting all of the excitement, glamour and star quality of the globetrotting fashion world. ABSOLUT WATKINS will be launched throughout the global duty free/travel retail market in January 2011.
ABSOLUT WATKINS is a truly innovative new flavor; rich, smooth and sensual in taste and aroma with the distinct, mysteriously luxurious qualities of freshly ground coffee with notes of almond, caramel and warm chilli.Read more
The extravagant and glamorous decor of the unique limited edition ABSOLUT WATKINS bottle was created by celebrated Swedish fashion illustrator and artist, Liselotte Watkins, famous for her designs for fashion brands such as Miu Miu, Anna Sui and Barney’s as well as for magazines such as VOGUE and The New Yorker.
“Having my name on the ABSOLUT bottle is crazy and fantastic,” said Stockholm and Milan based Watkins. ”I’m Swedish, so the brand has always been there for me, and looking back at previous ABSOLUT collaborations, it’s truly a great honor to be in that company.”
“With my bottle decor and the campaign imagery, I wanted to convey something of my own vision regarding the archetype of cosmopolitan glamour,” Watkins continues. “The flavor is a traveler’s exclusive and traveling is one of my great passions. Everything I do is all about people and places, traveling and new experiences.”
The “sneak première” of ABSOLUT WATKINS was staged at legendary Villa L’Abri in Cannes during the TFWA World Exhibition at an extravagant party for trade press and VIPs, complete with set designs and extras employed to add an out-of-the-ordinary sense of the timeless glamour of classic luxury travel, naturally all in the presence of the artist Liselotte Watkins. ABSOLUT WATKINS was received with great delight and enthusiasm by the invited audience.
“ABSOLUT WATKINS is a most exciting launch for us indeed,” said Anders Olsson, Director of The Absolut Company Global Travel Retail. “Since our target group is global travelers, and all of our operations are all about traveling, it’s a treat for us to be able to celebrate the entire concept of stylish travel with a brand new and unique product. Also, we’ve been delighted to be involved in this kind of creative collaboration with Liselotte Watkins, honoring, you might say, the creative roots of our ABSOLUT brand.”
Just add cola!
The ABSOLUT WATKINS launch will be backed by a powerful 360-degree marketing campaign in duty free/travel retail markets worldwide, including unique in-store brand installations. A special signature cocktail has been created, ABSOLUT WATKINS AND COLA, with ABSOLUT WATKINS and cola simply poured over ice. A dossier of drinks recipes also presents a number of other irresistibly glamorous ABSOLUT WATKINS cocktails.
The exclusive ABSOLUT WATKINS campaign is being executed worldwide by Pernod Ricard Travel Retail.