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Absolut presents new stylish rock and roll gift pack 02/12/2009

To pay tribute to rock and roll, ABSOLUT, the international leading premium vodka, is launching the ABSOLUT VODKA ROCK EDITION, a limited edition bottle wrapped in a leather and studs gift package. In its celebration of rock, ABSOLUT has also brought together visionary rock and roll photographer Danny Clinch and the sought-after rock band Wolfmother in a creative collaboration that invites the consumer to take part in the authentic rock and roll lifestyle.

“ABSOLUT has a genuine passion for creativity, and for decades rock music has been a key driver of contemporary culture. We have collaborated with the world of music several times before, and ABSOLUT VODKA ROCK EDITION is our way of celebrating rock and roll. The limited edition bottle is a true collector’s item, launched globally in October 2009,” says Anna Malmhake, Global Brand Director at The Absolut Company. “We are very happy to launch this initiative together with such great visionaries as Danny Clinch and Wolfmother.”

“ABSOLUT has an impressive history of collaborating with well respected artists. Being part of that process has been very exciting,” says Danny Clinch, one of the world’s most renowned rock photographers with classic images of Bruce Springsteen, Neil Young and Tom Waits in his portfolio. “The coolest part of this initiative is that ABSOLUT basically asked us to do what we normally do. Wolfmother were recording and performing, and I captured this with my camera. ABSOLUT has always been at the forefront of artist collaborations and it really is amazing when no one has to compromise on one’s art when doing a great advertising campaign.”

On absolut.com/rockedition there is a virtual photo exhibition and a first person point-of-view film following Wolfmother and Danny Clinch in the studio, backstage, on stage, in the tour bus and so on. For the visitor, this film creates the feeling of actually being on set, hanging out with the band. Thanks to the latest digital technology, the visitor can easily explore the material and find favourite themes and images.

The ABSOLUT VODKA ROCK EDITION is a limited edition gift pack, produced in a series of 3.6 million and launched globally in the fall of 2009. Previous gift packs from ABSOLUT have, despite being sold in millions of copies each, become desirable objects on eBay.

The new ABSOLUT VODKA ROCK EDITION gift pack is being launched in Malta on the 4th December through promotional events at Hugo’s Passion, Bar Native, Ryan’s and Sobar in Paceville. It is available in selected bars, clubs and outlets as well as online at www.farsonsdirect.com.

ABSOLUT Vodka is imported, marketed and distributed by Farsons Beverage Imports Company Limited, a member of The Farsons Group of Companies.