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Absolut Keeps Reinventing Itself

  • ClickZ, Thursday, March 17, 2016 8 AM

Absolut Vodka has remained relatively unchanged over the past 137 years but what has changed — besides the flavors — is the world around it. Names like Netflix, Uber and Airbnb are frequently cited as disruptors. But in Afdhel Aziz’s opinion, it’s technology that’s the real disruptor. And as the brand director for Absolut Labs, it’s his job to make sure his brand keeps up with it.

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