Unveiling the Essence of Absolut Nights: An Urban Journey into Exotic Flavours and Bold Designs
Absolut will soon launch its latest addition to the Nights portfolio, Absolut Nights Orange Peel, a new and exciting product first introduced to the Chinese market.
We talked to Gavin Boland, Marketing Manager of Portfolio and Innovation, Nancy Baghdadi, Director of Strategy, Portfolio and Innovation, and Christine Lin, Creative Content Manager and Marketing, to learn more about the project.
Please tell us more about the background of the Absolut Nights range and the insight that led you to this extension of the Absolut portfolio.
The Absolut Nights range complements our iconic flavours portfolio, including Orange Peel, Smoky Piña and Nordic Spice. Absolut Nights are inspired by distinct and edgy urban flavours and have an inviting, sweeter profile along with a slightly lower ABV of 35 per cent. The range is expertly crafted and designed to be consumed as a chilled shot. The Absolut Nights range will resonate with our target consumer, the progressive connector. They often look for a drink to kick start the occasion and elevate their night with products offering a new experience and lasting impression, says Gavin Boland.
How and in what setting are they best served and enjoyed?
It is best enjoyed as a chilled shot or ritualised with a soda chaser. Take an ice-cold shot of Absolut Nights Orange Peel and mix it with a chilled shot of your favourite orange soda. We believe that consumers will enjoy the sensorial ritual of coupling the complex flavours found in the Orange Peel and the carbonated chilled soda chaser, says Gavin Boland.
Can you tell us more about the bottle designs and the rationale behind the design?
We wanted the Absolut Nights range to create a new, more energetic aesthetic to suit the occasion while retaining the design system that clearly connects to our master brand. To describe the design in one sentence, it would be “a bold re-imagining of an iconic brand with a high energy presence”. We wanted a look and feel which spoke to the night occasion, had a strong stand-out, and caught the eye of the consumer from the dark back bar to the well-lit store shelf, says Gavin Boland.
We wanted a look and feel which spoke to the night occasion, had a strong stand-out, and caught the eye of the consumer from the dark back bar to the well-lit store shelf
In what markets can we find the product, and are you planning to launch it in other countries in the near future?
We are seeing Absolut Nights products right now on three continents, with Smoky Pina available in both Mexico and Sweden and China with both Orange Peel and Nordic Spice. We have a wide variety of markets planning to have at least one, if not two of the Absolut Nights range available later this year, says Gavin Boland.
How would you describe the Absolut Nights consumer?
The Absolut Nights consumer is one who dares to be different: demanding and embracing new elevated sensorial flavour experiences and products. They want to be both challenged and rewarded for selecting a unique offering they have not seen before but backed by the heritage and quality of Absolut. With Absolut Nights, we aim to deliver bolder, more innovative options for the shot occasion to the consumer with culturally inspired flavour profiles blending local urban influences with global appeal, beautifully presented in stunning, eye-catching bottles, says Gavin Boland.
How are you planning to launch the exciting new Orange Peel flavour?
It will launch in China and will be supported by engaging trade activations and social campaigns, which include launch parties, in-venue POS, and influencers to drive visibility and social buzz. Mirroring the zest and vibrancy of our Orange Peel product, which draws inspiration from Chinese culinary traditions, our launch campaign weaves together contemporary Chinese elements with the Born to Mix message, inviting the next generation to embark on an intriguing nightlife experience with Orange Peel, says Christine Lin.
Mirroring the zest and vibrancy of our Orange Peel product, which draws inspiration from Chinese culinary traditions, our launch campaign weaves together contemporary Chinese elements with the Born to Mix message
During the development of Orange Peel, you’ve had great teamwork with our colleagues on different locations. Tell us more about the team behind this amazing product and how you work together.
Absolut Nights Orange Peel was a huge team effort with personnel in Stockholm, Shanghai, Hong Kong and Åhus, to name but a few, all collaborating to bring this personal favourite to life. This project took many late nights to complete. But the result turned out great, and on top of that, we gained new knowledge and new friendships. A huge shout out to our external partners, who have brought our concepts, briefs, and ideas to fruition, says Gavin Boland.
Can we expect more innovative products in the Absolut portfolio in the future, and are there any specific regions or occasions you are looking at?
Yes, you can expect to see some more exciting innovations come out across the Absolut portfolio. We’re always looking to delight our consumers globally during high-energy moments when they are out with their friends, seeking enjoyment and good times, says Nancy Baghdadi.
