Food & Beverage

New York, NY--(HISPANIC PR WIRE)--June 5, 2006--ABSOLUT(R) VODKA announces the U.S. launch of its eighth flavor, ABSOLUT(R) RUBY RED. ABSOLUT RUBY RED became available nationally on- and off-premise, beginning June 1, 2006.

ABSOLUT RUBY RED has a distinctly complex, floral aroma with clear notes of natural grapefruit. The smooth and zesty flavor, coupled with crisp and refreshing taste, stems from notes of Grapefruit peel– the long fruity aftertaste has a slightly dry finish.

“Our commitment to innovation has taken flavors in new directions since the introduction of ABSOLUT(R) PEPPAR in 1986, fuelling growth in the vodka category,” said Matt Aeppli, vice president of marketing, The Absolut Spirits Company, Inc. “We expect RUBY RED to be another “it” flavor this spring, summer and beyond and we’re looking forward to yet again forging new ground in the category.”

Inspired by the luscious shades of grapefruits, the spirit’s bottle suggests the kind of experience and personality that ABSOLUT RUBY RED offers. The smooth frosted bottle, accessorized with ruby red-inspired circles, emphasizes the pleasant and sophisticated taste of refreshing grapefruits. ABSOLUT RUBY RED, like other ABSOLUT Flavors, contains all-natural ingredients and is 80 proof.

“Today’s cocktail drinkers aren’t drinking more, they’re drinking smarter. This consumer trend has created a generation of tastemakers and mixing enthusiasts,” said Aeppli. “With the support of a strong trade and consumer marketing campaign, we plan to reach this generation by emphasizing RUBY RED as a staple ingredient in custom-made cocktails.”

Easy to mix, smooth, fruity and delicious – the distinct character of ripe grapefruits will provide a unique foundation for new signature cocktails. ABSOLUT RUBY RED will add a unique twist to any classic cocktail and will give classic grapefruit drinks like Sea Breeze and Greyhound a full-bodied flair. Creative recipes for fresh, imaginative cocktails and further information on ABSOLUT RUBY RED are available on the ABSOLUT(R) VODKA Web site at http://www.absolutdrinks.com and http://www.absolut.com.

About The Absolut Spirits Company, Inc.

The Absolut Spirits Company, Inc., headquartered in New York, is a subsidiary of V&S Group and operates under the auspices of V&S Absolut Spirits in Stockholm, which produces and markets ABSOLUT VODKA, ABSOLUT CUT, Level Vodka, DANZKA Vodka, FRÏS Vodka and Plymouth Gin. The Absolut Spirits Company, Inc. imports ABSOLUT VODKA, Level Vodka, DANZKA Vodka and Plymouth Gin in the US and distributes the brands through FutureBrands LLC, a joint venture with Jim Beam Brands.