Heinemann partners with Pernod Ricard GTR to launch Absolut Gift
Absolut Vodka introduces the Absolut Gift digital concept
In a travel retail first, Pernod Ricard Global Travel Retail and Absolut have partnered with Heinemann Duty Free to launch Absolut Gift, a new digitally enhanced way to gift a bottle of Absolut Vodka – which was recently voted the #1 Spirit Brand in TIME Magazine’s World’s Best Brands of 2024 – to friends and family around the world.
From November, specially adapted bottles of Absolut Vodka Original will be on shelf in a selection of top European airports, offering travelers the opportunity to customize their purchase as a gift by scanning a QR code. They can also access a selection of themes, then add photos, emojis, written messages or voice notes to craft their personal message to the recipient. Up to five friends and family are invited to collaborate to create a personalized message, which the recipient then scans to view and enjoy in augmented reality via the Absolut app.
Absolut Gift was successfully trialed earlier this year with Italian consumers via Amazon.com, one of many initiatives emerging from Pernod Ricard’s Future of Packaging team, to offer consumers an experience connected to packaging. It will be the first time the product will launch in a live retail environment, marketed to travellers using educational assets in store, specially trained Brand Consultants and online through www.heinemann-shop.com and social media channels.
Once the QR code is scanned, consumers will discover a step-by-step tutorial on how to craft their digitally personalized bottle and pass it on.
Absolut Vodka was recently voted the #1 Spirit Brand in TIME Magazine’s World’s Best Brands of 2024
Rae Gibson, Brand Director at Pernod Ricard Global Travel Retail, said, “This travel retail exclusive concept aligns perfectly with Absolut’s strategy to maintain leadership in the category through innovation, and our shared Sustainability and Responsibility ambitions to pare back waste from secondary packaging and use of typical, physical GTR resources like gifts with purchase to add extra appeal to our products.
“We know this is something Gen Z travellers in particular care deeply about, so we’re excited to see how they respond to the convivial connection opportunities offered by Absolut Gift as we approach the biggest gifting season of the year.”
Manuel Schilling, Head of Buying Spirits at Gebr. Heinemann, added, “We are excited to collaborate with Pernod Ricard Global Travel Retail and Absolut on this innovative concept that combines a physical bottle with a versatile digital message. This inventive personalization option will be a hit with travelers, allowing them to create unique and memorable gifts for their loved ones. We are proud to be a valuable travel companion in their journeys, adding a touch of surprise and delight to their travel experience.”
Absolut Gift will be on sale exclusively in Heinemann Duty Free stores from November in selected European airports, in the one-liter bottle size, priced at parity to Absolut Vodka Blue.
