ABSOLUT® VODKA Evokes San Francisco's Freedom of Expression With Fifth City-Inspired Flavor

SAN FRANCISCO, May 31, 2011 /PRNewswire/ -- Today, the world's most iconic vodka announces the launch of ABSOLUT® SF, the latest limited-edition, city-inspired flavor. Capturing the unique cultures, ethnicities and culinary delights of San Francisco, ABSOLUT SF features an innovative blend of grape, dragon fruit and papaya that entices spirits drinkers with a bold flavor when mixing a perfect cocktail.  Just as the flavors blend beautifully to create a unique vodka expression, ABSOLUT SF will blend the voices of San Franciscans as they share their stories of life in the City by the Bay on the campaign's integrated Facebook® page – www.facebook.com/ABSOLUT.  

WHAT'S YOUR "ABSOLUT SF"

Several inspirational San Franciscans are collaborating with ABSOLUT® to bring their "ABSOLUT SF" expressions to life – whether through a specially-designed ABSOLUT SF t-shirt or an exclusive song available for download.  Their visions will live on- and off-line, and will serve as the call-to-action for consumers to join the conversation. Participants include, among others:

• Miguel Migs – One of San Francisco's leading sonic ambassadors
• Christopher Collins – Fashion designer and former contestant of Project Runway
• Erik Otto – Expressive and conceptual painter, based in San Francisco
• Kevin Rose – Founder of Digg, a social news website

ABSOLUT is inviting consumers to express themselves at www.facebook.com/ABSOLUT by answering "What's your ABSOLUT SF? – the one thing that makes your neighborhood San Francisco's best."  Consumers are encouraged to submit their San Francisco vision, photos and drink recipes, and will also have the opportunity to personalize and share a video that celebrates the spirit of SF.  Throughout the summer, participants will have the chance for their expressions to be heard through a variety of digital and social media channels.  At the end of the campaign, the "ABSOLUT Capitol of SF" will be awarded to the neighborhood with the most user support and participation.  The winning neighborhood will receive a special placement on the ABSOLUT Facebook tab and a unique mural created in its honor.  

"This summer, we raise a glass to the diversity that flourishes in the City by the Bay – from the Castro to the Marina, to the ubiquitous influence of NAPA and Sonoma and the prolific Asian and Hispanic communities," said Laura Stephen, Brand Director of ABSOLUT VODKA. "Because every neighborhood has something unique to share, we're inviting San Franciscans to express what makes their neighborhood the ABSOLUT best."

Habitat for Humanity® Greater San Francisco

ABSOLUT is "expressing" its love for San Francisco by donating $50,000 to Habitat for Humanity Greater San Francisco to support the non-profit organization's affordable green homes at the 7555 Mission Street development in Daly City.  On Thursday, June 16, at 10:30 AM PT, San Francisco community leaders will join ABSOLUT executives and Phillip Kilbridge, Executive Director of Habitat Greater San Francisco, to celebrate ABSOLUT SF during a press conference at the 7555 Mission Street build site.

"We applaud ABSOLUT for its investment in our Mission Street development as part of the ABSOLUT SF launch," said Kilbridge. "ABSOLUT's donation supports not only affordable housing in our community, but also the cultural and socio-economic diversity that has made the San Francisco Bay Area one of the best places to live in the world."

Later that evening, the celebration of Freedom of Expression will continue in an exceptional way at the official ABSOLUT SF launch party.

The ABSOLUT city-series has helped pave the way for flavor innovation in the vodka category. In the late 1980s, ABSOLUT® VODKA launched its "Cities" advertising campaign with a wink and a nod to the intrinsic flare and historical heartbeat of what makes each city special.  In 2007, the brand brought the "Cities" campaign to life with the launch of ABSOLUT® NEW ORLEANS, a flavor reminiscent of the Big Easy.  Every year since then, ABSOLUT has introduced a limited-edition flavor – ABSOLUT® LOS ANGELES in 2008, ABSOLUT® BOSTON in 2009, ABSOLUT® BROOKLYN in 2010, and now ABSOLUT® SF is honored as the fifth flavor in the city-inspired portfolio.

ABSOLUT SF is now available at bars, restaurants, nightclubs and retailers across the country.  Bottle images and additional cocktail recipes are available upon request. Visit www.facebook.com/ABSOLUT for more information.  Pernod Ricard USA®,  the ABSOLUT® brand and the "What's Your ABSOLUT SF?" application are in no way sponsored, endorsed or administered by, or associated with Facebook®.  

About Pernod Ricard USA®

Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA.  In July, 2008, Pernod Ricard completed the acquisition of the iconic ABSOLUT® Vodka brand from the V&S Group, and Pernod Ricard USA is now the second-leading company in the U.S. by sales value.

In addition to ABSOLUT®, Pernod Ricard USA's leading brands include such prestigious spirits as The Glenlivet® Single Malt Scotch Whisky, Chivas Regal® Scotch Whisky, Jameson® Irish Whiskey, Seagram's Extra Dry Gin®, Beefeater® Gin, Plymouth™ Gin, Martell® Cognac, Malibu®, Kahlua® Liqueur, Hiram Walker® Liqueurs, Pernod® and Ricard®; such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier Jouet® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.  

The company is based in Purchase, New York, and has roughly 1,000 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.

SOURCE ABSOLUT VODKA

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