World's Most Iconic Vodka Unveils ABSOLUT(R) NEW ORLEANS, First-Ever Limited Edition Product to Evoke the Spirit of a City

The Absolut Spirits Company, Inc. to Donate 100 Percent of its ABSOLUT NEW

ORLEANS Profits to Help Rebuild the Gulf Coast

Jul 18, 2007, 01:00 ET from The Absolut Spirits Company, Inc.

    NEW ORLEANS, July 18 /PRNewswire/ -- Today, ABSOLUT(R) VODKA announced
 the launch of a bold new product, ABSOLUT(R) NEW ORLEANS, a limited-edition
 flavored vodka inspired by the "Big Easy." Launched today at Tales of the
 Cocktail, an annual New Orleans culinary and cocktail festival attended by
 notable industry leaders, the production of ABSOLUT NEW ORLEANS will be
 accompanied by a minimum charitable donation of $2 million to organizations
 benefiting New Orleans and cities along the Gulf Coast.
     (Photo: )
     ABSOLUT NEW ORLEANS takes the vodka category in a daring new direction
 through a unique charity component, delicious new flavor combination and
 distinctive personality. The new innovative vodka flavor offers a juicy
 taste of mango with a kick of black pepper and is made from all natural
 ingredients with no added sugar or sweetener. The product will be available
 nationwide on August 1 at bars, nightclubs, restaurants, hotels and retail
 locations, including Ruth's Chris Steak House, SUPERVALU's Albertsons
 stores in southern California and Las Vegas and Jewel-Osco stores in
 Chicago, and select Hilton and Doubletree properties.
     "ABSOLUT NEW ORLEANS is expanding the reach of traditional spirits and
 redefining the way we think about our products. We're confident our
 consumers will be energized by this unique flavor experience and the
 opportunity to make an impact with each sip," said Tim Murphy, Vice
 President of Marketing, The Absolut Spirits Company, Inc. "ABSOLUT NEW
 ORLEANS is the first in a series of limited edition flavors that will evoke
 new 'tastes' while celebrating and supporting diverse cities."
     In the late 1980s, ABSOLUT VODKA launched its "Cities" campaign with a
 wink and a nod to the intrinsic flare and historical heartbeat of what made
 each city special and unique. Almost 20 years later, the brand is bringing
 the "Cities" campaign to life with ABSOLUT NEW ORLEANS and will continue to
 roll out limited-edition, city-inspired flavors like only ABSOLUT VODKA can
 do. ABSOLUT NEW ORLEANS was chosen first, so the brand could galvanize its
 consumers and the hospitality industry to help rebuild the Gulf Coast
 through a shared sense of spirit and celebration.
     The Absolut Spirits Company, Inc. will donate 100 percent of its
 ABSOLUT NEW ORLEANS profits to charities along the Gulf Coast, including
 organizations in Louisiana, Alabama and Mississippi. ABSOLUT NEW ORLEANS
 will celebrate the spirit of the city by forging partnerships with
 non-profit organizations that are dedicated to rebuilding the Gulf region.
 New Orleans Area Habitat for Humanity, Hands On Gulf Coast, Volunteer
 Mobile, Tipitina's Foundation and the Louisiana Restaurant Association
 Education Foundation will each receive a monetary donation to support
 programs that will help rebuild their respective cities and revive the
 vibrant culture of the Gulf.
     "We are inspired by ABSOLUT NEW ORLEANS and are proud of the
 partnership we have created with ABSOLUT," said Gina Stilp, Development
 Coordinator for New Orleans Area Habitat for Humanity. "After two years,
 there is still much work to be done along the Gulf Coast - the donation
 will pay for the construction of five new homes for qualified, low-income
     "ABSOLUT NEW ORLEANS will fund a concert series highlighting local
 talent in the New Orleans community," said Adam Shipley, Music Director for
 the Tipitina's Foundation. "Music is crucial to the spirit of our city.
 Supporting authentic, local musicians helps revive what makes New Orleans
 so special." As a representation of the musical heritage of New Orleans,
 the ABSOLUT NEW ORLEANS bottle features a brass harmonica branded with the
 name "L.O. Smith Trio" as a tribute to Lars Olsson Smith, the founder of
     This product will be supported by an integrated marketing campaign,
 including a New York consumer launch event in August, out-of-home
 executions and a special "In An Absolut World" advertisement in national
 magazines. The advertisement depicts a stream of relief trucks bringing aid
 to the people of New Orleans, as well as families moving back to the city.
     Bring the spirit and spice from New Orleans to your drink with ABSOLUT
 NEW ORLEANS signature cocktails like the ABSOLUT(R) BIG BREEZY made with
 ABSOLUT NEW ORLEANS, chunks of fresh watermelon, simple syrup, lemon juice
 and a pinch of black pepper, or try the ABSOLUT(R) REBUILDER made with
 ABSOLUT NEW ORLEANS, pineapple juice and orange juice.
     For more information on New Orleans Area Habitat for Humanity, Hands On
 Gulf Coast, Volunteer Mobile, Tipitina's Foundation or the Louisiana
 Restaurant Association Education Foundation, please visit
     Bottle images and additional ABSOLUT NEW ORLEANS cocktail recipes are
 available upon request.
     About The Absolut Spirits Company, Inc.
     The Absolut Spirits Company, Inc., headquartered in New York, is a
 subsidiary of V&S Group and operates under the auspices of V&S Absolut
 Spirits in Stockholm, which produces and markets ABSOLUT(R) VODKA, ABSOLUT
 CUT(TM), Level (TM) Vodka, FRIS(R) Vodka , Plymouth(TM) Gin and Cruzan(R)
 Rum. The Absolut Spirits Company, Inc. imports ABSOLUT VODKA, Level Vodka,
 Plymouth Gin and Cruzan Rum in the US and distributes the brands through
 FutureBrands LLC, a joint venture with Beam Global Spirits and Wine.

SOURCE The Absolut Spirits Company, Inc.