A Closer Look at Absolut

Yesterday we spoke with Jonas Renner-Tahlin, vp of marketing, vodkas, Pernod Ricard USA, who gave us the low-down on Absolut's latest flavor innovation, Absolut Brooklyn, which is a part of Pernod's city series. In the second part of our interview, Jonas talked more about their strategy with Absolut. While the lion share of marketing dollars and Pernod's focus in on Absolut's flagship brand, or "Blue" as they call it," they are still launching innovations to help create a halo effect for the parent brand. Jonas also shared some insight into the larger vodka market and current consumer trends. Here's what he had to say, as you, dear reader, are a fly on the wall:

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