Marketing Mix of Absolut Vodka and 4Ps (Updated 2023)

The Marketing mix of Absolut Vodka analyses the 4Ps of Absolut Vodka, including the Product, Price, Place, and Promotions. Founded in 1879, Absolut Vodka is now no less than a Status Quo. Absolut Vodka is sold and loved in 126 countries. People with varied tastes and cultures have adopted Absolut Vodka as one of the best brands.

A French group, Pernod Ricord, bought Absolut Vodka for Euro 5.63 Billion in 2008. The Swedish State started this Vodka from scratch in 1876, not pure Vodka only to sell it later but to leverage the world with access to premium Vodka. It has quenched the thirst and introduced people to a unique lifestyle.

After Bacardi and Smirnoff, Absolut Vodka is the third-largest alcoholic spirit manufacturer in the world. The brand intricately manages all marketing and manufacturing campaigns in the market research order to serve people with the best. Absolut has always been experimenting with taste; over time, they have introduced some fantastic Vodka; the most popular alcoholic spirits are listed here:

•  Absolut Karnival Edition
• Absolut Elyx
• Absolut Colors
• Absolut 100
• Absolut CHERRYS

About Absolut Vodka

• Type: Vodka
• Industry: Alcoholic beverages
• Founded: 1879
• Founder: Lars Olsson Smith
• Headquarters: Ahus, Sweden
• Area served: Worldwide
• Key people: Alexandre Ricard (Chairman) and Ann Mukherjee (CEO)
• Number of employees: 18,915

Absolut Vodka Product Strategy

Unlike other contemporaries in the liquor industry, Absolut Vodka takes pleasure in ensuring a classic experience for all its consumers. The exquisite range of products includes Vodka made out of grapes, apples, cherries, and other flavors and proves how versatile Absolut Vodka is!

The alcohol content and the flavor of varied fruits make Absolut Vodka one of the best in the world. The enormously designed range of products allows people to discover and enjoy their poison for the rest of their lives. Cities and Crystal series have helped the leading brand to develop a unique rapport with the global audience. The two interestingly designed series have something for everyone. Cities and Crystal series have not only helped Absolut conquer the world but have also defined Class!

Absolut 100 and Absolut Magic are some of the most recognized products from Absolut Vodka.

The Product Mix of Absolut Vodka in 2023 is as follows (Source)

1. Absolut Original (Absolut Blue): This is the classic and flagship product of Absolut Vodka. It’s known for its pure and smooth taste and is often used as a cocktail base.
2. Absolut Flavors: Absolut offers a wide range of flavored vodkas, which have become increasingly popular. Some of the popular flavors include Absolut Citron (lemon), Absolut Mandrin (mandarin orange), Absolut Peppar (pepper), Absolut Raspberri (raspberry), and many more. These flavored vodkas are versatile for creating various cocktails.
3. Absolut Juice: Absolut Juice is a line of vodka products infused with natural fruit juice. Varieties include Absolut Juice Apple and Absolut Juice Strawberry. They are designed to provide a refreshing and fruity twist to traditional vodka drinks.
4. Absolut Elyx: Absolut Elyx is a premium, handcrafted Vodka made from single-estate winter wheat. It is distilled in copper stills, which impart a unique character to the Vodka. Elyx is known for its exceptional quality and smoothness.
5. Limited Editions: Absolut occasionally releases limited-edition bottles and flavors, often in collaboration with artists and designers or to commemorate special occasions. These limited editions can have unique packaging and flavor profiles.
6. Absolut Mixt: This is a ready-to-drink canned cocktail line by Absolut Vodka. It combines Absolut Vodka with fruit juices and natural flavors to create convenient and refreshing cocktails.

Absolut Vodka Place Strategy

The quality product & exquisite taste have helped Absolut Vodka emerge as one of the leading brands of alcoholic spirits. Absolut Vodka has always been particular about campaigning and manufacturing units. Starting from Sweden, Absolut Vodka is present in 126 countries today, with brand loyalty that is palpable and inspiring.

Absolut has several different brands through which it distributes its products. It follows the same principle of distribution channels as observed in any FMCG industry. Absolut Vodka is brought into the company warehouse from its central manufacturing place in Sweden. After that, it is distributed to C&F agents, who deposit the alcohol to distributors. The distributors then sell it via retailers, hotels, and premium restaurants.

Absolut Vodka maintains its partly premium stand by delivering it only to excellent outlets. Establishing manufacturing and synchronization between the product and quality vodka flavor has helped the brand acquire raving reviews.

Here is the Place Strategy of Absolut Vodka:

1. Global Distribution: Absolut Vodka has a robust global presence, with its products available in numerous countries and regions worldwide. This extensive distribution network ensures consumers can find Absolut Vodka in various domestic and international markets.
2. On-Premise and Off-Premise Channels: Absolut Vodka is strategically positioned in both on-premise (bars, restaurants, clubs) and off-premise (liquor stores, supermarkets) channels. This dual presence ensures accessibility for consumers whether they enjoy Absolut cocktails at bars or purchase bottles for home.
3. Premium Venues: The brand focuses on placement in premium and upscale venues, aligning with its premium image. This includes partnerships with high-end bars, luxury hotels, and exclusive nightlife establishments to enhance its brand perception.
4. Travel Retail: Absolut Vodka has a strong presence in travel retail, such as duty-free airport shops. This allows the brand to capture the attention of travelers looking for premium spirits and souvenirs.
5. E-commerce: In response to changing consumer preferences, Absolut Vodka has an online presence through its official website and various e-commerce platforms. This provides a convenient way for consumers to purchase their products online, especially when in-person shopping is limited.

Absolut Vodka Pricing Strategy

The business development team at Absolut Vodka understands the importance of pricing; the simple understanding of proper pricing and its exquisite implementation has helped the brand conquer the top market position in the world and be the third largest brand of alcoholic spirits.

As an alcoholic spirit, this brand aims to reach out to everyone with a love for Vodkas. A simple bottle of absolut spirits of 0.75 Liter can be available at a minimum price of $20 anywhere in the world. The simple pricing nature of Absolut Vodka has helped the brand acquire prestigious recognition.

Absolut Vodka has been quite generous with the bottle size; they have had 50 ml, 200 ml, 350 ml, and 700 ml bottles. Every product is available in all the mentioned sizes. Spirit is the most popular product from the house of the Absolut brand of Vodka; hence, it is also available in 1.75-litre and 4.5-litre bottles.

Here is Absolut Vodka’s pricing strategy.

1. Premium Pricing for Perceived Quality: Absolut Vodka is positioned as a premium vodka brand known for its purity and craftsmanship. Consequently, it justifies its premium pricing by emphasizing superior quality and a heritage dating back to 1879. This perception of quality allows Absolut to charge a higher price point than standard vodkas.
2. Brand Image and Aspiration: The brand leverages its iconic status and unique bottle design to reinforce its premium image. The iconic bottle and its distinct marketing campaigns create an aspirational appeal. Consumers are often willing to pay more for Absolut Vodka as it symbolizes sophistication and a particular lifestyle.
3. Variety of Offerings: Absolut offers a range of products, including its classic Absolut Original, flavored vodkas, premium Absolut Elyx, and limited-edition releases. This product diversity allows the brand to cater to various consumer preferences and price points, ensuring an option for consumers at different budget levels.
4. Occasional Promotions and Special Releases: While Absolut typically maintains its premium pricing, the brand occasionally runs promotions, special edition releases, and collaborations. These strategies create consumer excitement and encourage trial and purchase, especially during key seasons or events.
5. Global Consistency with Local Adaptation: Absolut maintains consistent pricing strategies across international markets to reinforce its premium positioning. However, it also considers local market conditions and consumer preferences, adjusting prices when necessary to remain competitive and accessible while upholding its premium image.
6. Value Perception: Absolut Vodka gives consumers a perceived value that justifies its pricing. This includes the assurance of smooth and pure Vodka, innovative flavors, and unique experiences, such as cocktail recipes and mixology inspiration, which add value to the product beyond its base price.

Absolut Vodka Promotion Strategy

Absolut Vodka has one of the longest-running ad and advertising campaigns ever in its stride. The unique marketing campaign Steven Bronstein designed is the most stylish thing about Absolut Vodka. The series has been running for over 20 years and includes 1500 ads.

This marketing concept is none other than the Shaped Absolut vodka bottle. The unique marketing concept has helped Absolut Vodka stand out from the crowd and get recognized easily by potential customers. Absolut Vodka bottles are one of the most intricate parts of their ad campaigns. Every brand ambassador and photographer has used the Absolut Vodka bottle in the ads.

Keith Haring, Damien Hrist, and Rosemarie Trockel have contributed a great deal of their time and hard work over a decade to the ads campaign of Absolut Vodka and have ensured growth.

The good thing about Absolut Vodka is that they are not scared of trying new things; there was a time when they made extreme use of art by David R., who happens to be a famous Chicago anarchist.

Some Recent Video ads and Print ads of Absolut Vodka are:

Absolut Vodka Spot “Born To Mix” – YouTube

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