Scan Magazine | Special Theme | Made in Sweden
Thirst for Swedish origin and innovation The world’s most iconic vodka is famous for its high quality and groundbreaking advertising campaigns. Sweden’s biggest food export is still locally produced and maintaining a focus on sustainability, innovation and design. By Malin Norman | Photos: Absolut Vodka
Absolut Vodka is the world’s fifthlargest premium spirits brand. Owned by Pernod Ricard since 2008, the Absolut Company is also responsible for production, development and marketing of Malibu, Kahlúa and Our/Vodka. The company produces an impressive 120 million bottles of Absolut Vodka per year and, with 600,000 bottles leaving the distillery every day, an optimised workflow and logistics are a must. 99 per cent is exported, the majority of it to the US, while other big export markets include Canada, Germany and Brazil. The vodka is produced in Åhus using only natural ingredients, and the bottles are made of 45 per cent recycled glass. “We have a long tradition of working with local farmers and glass manufacturers, and we recognise our responsibility as a 56 | Issue 90 | July 2016
large producer,” says Anna Schreil, VP operations. “Even though we have grown tremendously, we continue to make the same high-quality product according to the same craftsmanship principles, with a sense of pride and in harmony with the environment.” Absolut Vodka is a climate neutral company, and another example of its commitment to this stance is a recent revamp of the celebrated Absolut Vodka bottle design, emphasising its origins and with a lighter weight to reduce the climatic impact. Every bottle now comes with the message ‘One Source. One Community. One Superb Vodka’. “In our efforts to be a responsible business, we continuously look at what is required of a large corporation
producing alcohol,” says product development manager Anne Enger, who works on the company’s sustainability projects. “We also look at our impact strategy to see how we can make a difference and engage with our consumers through initiatives and campaigns.” Absolut Vodka is continuously working with Eco Design, which focuses on how the packaging can be improved from an environmental perspective, and the company is about to launch a complimentary Eco Design Handbook with information for both internal and external partners.
Sharing is caring Absolut Vodka has been supporting design and art since the very start, with the first collaboration in 1985 when Andy Warhol created a series of revolutionary ads for the brand. Thirty years later, its pledge to design continues as the company celebrates and supports artists, writers and institutions across the world, including partnerships with brands and stars such as Versace,
