In 2016, Absolut faced a challenge. Craft vodka was stealing share in its biggest markets and as a result, distrust of ‘big vodka’ had started to grow.
Whilst Absolut is undeniably a big vodka, its production methods are small, craft-conscious and nothing but “onödigt bra” (“unnecessarily good”).
Absolut was in danger of being grouped in with the wrong crowd.
![naked](/sites/default/files/styles/hero/public/2019-05/file%20%284%29.jpg?h=377b596f&itok=thU7Dx-R)
2019 Brave Awards Winner, Absolut
Bravest Team sponsored by Shell