India: Pernod Ricard to launch Absolut limited edition

Pernod Ricard has unveiled plans to launch its first limited edition Absolut vodka in India, the Economic Times reports.

The new product will not only be the first time that Pernod Ricard has released a limited edition in the country but will also have  a specifically Indian theme. Working in partnership with Talenthouse India, the company said that it would invite artists and creatives to develop the design, with a cash prize available for the winning entry.

Absolut limited editions have previously been mostly restricted to developed markets in Europe and the Americas.

"The brief is to create an India-themed, India-inspired design and adapt what they love about India and what they think represents India into a fresh, creative design", the company commented, adding: "This initiative will put India in the global vodka map with the other leading markets".

The winning design is to be announced on the 20th August.

Source: The Economic Times