With an estimated price tag of $5.7 billion, potential buyers for V&S include market leader Diageo, Pernod Ricard and Fortune Brands, which already has a distribution deal with V&S.
"It's the best price that counts," Swedish Financial Markets Minister Mats Odell told The Associated Press.
Absolut is one of the most studied brands in the world, being highlighted in any university's marketing program across the U.S. not to mention (I'm sure) the rest of the world. It's the subject of books- from advertising to photography.The most disappointing thing about this is that the buyer, whomever it is, will immediately put their own stamp on the brand, revamping their ads and calling it a "reenergizing the brand" or a "brand face lift". With the world's biggest brands willing to jump from campaign to campaign in search of immediate short term results to justify their spending, it has been fun to see one stick with their originality and creativity for so long. Even better, it's been one that's worked.
[via AdPulp]
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