Its elementary for Absolut Watkins

Pernod Ricard has premiered its new limited edition flavour from Absolut vodka at the Tax Free World Association World Exhibition in Cannes.

Absolut Watkins has been created exclusively for the travel retail market and will be launched globally in January 2011.

The new flavour is described as being “rich, smooth and sensual in taste and aroma with the distinct, mysteriously luxurious qualities of freshly ground coffee with notes of almond, caramel and warm chilli.”

The extravagant bottle was created by Swedish fashion illustrator and artist Liselotte Watkins – famous for her designs for fashion brands such as Miu Miu, Anna Sui and Barney’s as well as for magazines such as Vouge and The New Yorker.

“Having my name on the Absolut bottle is crazy and fantastic,” said Watkins. ”I’m Swedish, so the brand has always been there for me, and looking back at previous Absolut collaborations, it’s truly a great honour to be in that company.

“With my bottle decor and the campaign imagery, I wanted to convey something of my own vision regarding the archetype of cosmopolitan glamour,” Watkins added. “The flavour is a traveller’s exclusive and travelling is one of my great passions. Everything I do is all about people and places, travelling and new experiences.”

The sneak preview of Absolut Watkins was staged at Villa L’Abri in Cannes at a party for trade press and VIPs, complete with set designs and extras employed to add an out-of-the-ordinary sense of the glamour of classic luxury travel.

“Absolut Watkins is a most exciting launch for us indeed,” said Anders Olsson, director of The Absolut Company Global Travel Retail.

“Since our target group is global travellers, and all of our operations are all about travelling, it’s a treat for us to be able to celebrate the entire concept of stylish travel with a brand new and unique product.”

Alan Lodge, 20.10.2010