Trend Setting Innovation

18.  That's the number of different flavor vodkas ABSOLUT has produced.  Furthermore, they were one of the first brands to consider adding flavor to their original flavor, back in 1986.  As part of an incremental innovation process, ABSOLUT discovers unique combinations that go beyond the current trends in the market.  Most recently, this January, they released ABSOLUT HIBISKUS, a
combination of hibiscus flower and pomegranate, definitely not a flavor any other brand has thought of. The senior brand manager of ABSOLUT Eric Horowitz is quoted as saying 

   "In recent years, a sophisticated trend has emerged, as more and more    bartenders are adding floral ingredients to the mix ,... The distinctive combination of Hibiskus will appeal to consumers who have tired of the confectionary flavored vodka category and are looking for something for a more refined palate with no added sugar or preservatives."

Other unique flavors include Cilantro, Wild Tea, Kurant, Peppar, CherryKran, and Grapevine.  Part of the huge success of these flavors is the fact that ABSOLUT doesn't change the original ingredients, and maintains only all natural flavors, and no sugar added.  To market the flavor within, each bottle has it's own design reflecting their characteristics.  These bottles stand out against competing brands because they mostly stick to popular flavors such as Lemon, Raspberry, and Orange. ABSOLUT's sustaining innovation tactics keep their consumers eager for more, and therefore help them hold their high market position. 

Pernod Ricard-- #16 on Forbe's top 100 most innovative companies!

Leading a Brand to Success

A leader could arguably be the most important person within a company.  The example they set is going to be the basis for behavior, and ultimately, a key factor in success.  I'm going to focus on three interdependent activities of leadership that are important to every company.  For the purpose of leading ABSOLUT I'm actually going to discuss their parent organization, Pernod Ricard. 

Setting a Direction
    This element focuses on the strategics that involve stakeholders and employees to give the company a clear direction and mission. As a conglomerate that owns a variety of bands, Pernod refers to theirs as "House of Brands".  They hold 18 premium brands including ABSOLUT, which is considered their "global icon"  They want to be the company that sells premium wines and liquors. 

Designing the Organization
     Pernod Ricard takes pride in the fact that their employees are all part of the bigger picture, and they show this appreciation by applauding creativity and sharing experience throughout all levels.  By putting effort into the teams and processes that implement the overall strategy, they are setting themselves up for greater success.  Although the company is broken up into specialty areas such as Marketing, Finance, Sales, and of course wine and spirit professionals, they all strive on a mutual trust they are working towards the same goals. 

Nurturing a Culture Dedicated to Excellence and Ethical Behavior
      "Since its creation, the Group has advocated universal values of responsibility, transparency and respect for people and cultures."  This is Pernod Ricard's open statement on the importance of ethics within their organization.  By supporting a culture dedicated to excellence, the leaders can be sure that their brands are in responsible hands.


Concluding these thoughts is a general idea that leaders can make or break any company.  Pernod Ricard does a good job at explaining their values, and by being a holding company for so many impressive brands, it is important they set a good example.  It is in my opinion that ABSOLUT follows suit with these strategies and it is a leading cause to their success today.