In 2016, Absolut faced a challenge. Craft vodka was stealing share in its biggest markets and as a result, distrust of ‘big vodka’ had started to grow.
Whilst Absolut is undeniably a big vodka, its production methods are small, craft-conscious and nothing but “onödigt bra” (“unnecessarily good”).
Absolut was in danger of being grouped in with the wrong crowd.
2019 Brave Awards Winner, Absolut
Bravest Team sponsored by Shell