Request: What is Absolut's brand purpose?

INSIGHTS

- Absolut Vodka’s brand purpose is that which “connects values, culture and
people to aim for greatness.”
- Absolut Vodka defines connecting people as creating a common world for all
society labels such as men, women, gay, lesbian, bi, and many more, to be
accepted equally with freedom.

In this study, we found that Absolut Vodka placed second as the best vodka industry in
the U.S. market. Its purpose is connecting people, cultures and values towards
excellence. No other brands in the U.S. vodka industry share the same purpose of
Absolut Vodka. Below is a detailed explanation of our methodology and findings.

METHODOLOGY

STRATEGY 1: We initially started the research by collecting information regarding the

brand purpose of Absolut Vodka, and from the company’s official website, we were able
to find the detailed explanation regarding the company’s brand purpose. Also, we were
able to find good examples of the company’s products, funding, and other details
regarding the company from credible online sources.

STRATEGY 2: Our next strategy was to search for the company position of Absolut
Vodka in the U.S. market and found that in the past two years, it has been ranked as
the second best vodka industry in the U.S. We then continued the research by looking
for the details about how the company differs from the other companies in terms of its
brand purpose from credible online sources. However, we did not find any publicly
available comparison of different vodka brands in the U.S. market.

STRATEGY 3: Our last strategy involved determining the top competitors of Absolut
Vodka, and we found different companies in the U.S. vodka industry. We also searched
for the brand purpose of each company, and found that all vodka brands have different
mission and purpose. In the Main Findings section, we provided a comparison between
the brand purpose of Absolut Vodka and two top brands in the U.S. vodka industry to be
able to determine how Absolut Vodka differs from the other top brands in terms of brand
purpose.

Overall, Absolut Vodka is the second best vodka industry in the U.S. market, and its
purpose is to connect people, cultures, and values aiming towards excellence. Lastly,
there are no other brands that share the same brand purpose of the company.

MAIN FINDINGS

Absolut Vodka has a brand purpose of creating a common world for all society labels
such as men, women, gay, lesbian, bi, and many more, to be accepted equally with
freedom (connecting people). On the other hand, the other brands have a brand
purpose pertaining to the incredible value of their brand, the rescue and protection of
the animals, the goal to be the best brand globally, and many more.

COMPANY PURPOSE: Absolut Vodka remains true to its purpose, which “connects
values, culture and people to aim for greatness.” The company is dedicated towards
educating the people regarding sustainability challenges and how to drive profit with the
aim of making difference to the world. Its goal is to be a role model not only in the U.S.
vodka industry, but in the other industries as well. Ultimately, the company wants its
people not only to enjoy its products, but to be proud of how the business existed as
well.

Absolut Vodka is oriented towards culture and arts, and it has unique values that started
referencing the lesbian, gay, bisexual, transgender, questioning/queer (LGBTQ) culture
starting 1980. The company sponsored several gay and lesbian centers including God’s
Love We Deliver, OUTFEST, and OUTserve. It also launched a new, limited edition
vodka bottle with various artworks that depict love, togetherness, peace, and unity to
connect people together by addressing distances and new fresh connections from
various countries.

Absolut Vodka partnered up with a non-profit organization “keep America beautiful

(KAB)” in educating and inspiring the American people to get involved in making the
country beautiful and creating a better tomorrow. The industry’s mission is to encourage
people to drive and unite other people through creativity. Another unique brand purpose
of Absolut Vodka is to “instigate a more open world” by challenging “society’s labels:
man, woman, gay, straight, and favoring difference, acceptance and freedom.”

OTHER BRANDS’ BRAND PURPOSE: Smirnoff Vodka’s brand purpose is “being the
most inclusive brand in the world”, while Tito’s Handmade Vodka’s brand purpose lies
on the rescue and protection of the animals.

MARKET POSITION: Absolut Vodka has been well-known for its quality product and
brand innovation in flavors among the American vodka drinkers. It is one of the top
selling vodka in the world’s biggest spirit market, and is ranked second in the best-
selling imported vodkas in the U.S.