Absolut New Orleans, infused with flavors like mango and black pepper, will go on sale nationwide on Aug. 1. The company says the flavored vodka will be sold at bars, nightclubs, restaurants, hotels and retail locations, including Ruth's Chris Steak House, and select Hilton and Doubletree properties.
"Absolut New Orleans is the first in a series of limited-edition flavors that will evoke new 'tastes' while celebrating and supporting diverse cities," says Tim Murphy, vice president/marketing, in a release.
Absolut will launch a national advertising and grassroots campaign that includes print and outdoor ads showing a line of relief trucks rolling into the Big Easy and displaced families moving back.
Ads carry the theme line "In An Absolut World." The company will hold a launch event in New York City next month.
Although the city-themed products are new, it follows a late 1980s ad campaign featuring creative evoking different cities. One said "Absolut Los Angeles," showing an Absolut-bottle shaped swimming pool. There was also an "Absolut New Orleans" advertisement, as well as one for San Francisco and Chicago.
A spokesperson said the company is producing only 35,000 cases of "Absolut New Orleans," and expects it to sell out by November. "We expect it will be a collector's item, she says.
The company is giving money from sales to groups like New Orleans Area Habitat for Humanity, Hands On Gulf Coast, Volunteer Mobile, Tipitina's Foundation and the Louisiana Restaurant Association Education Foundation. Through a partnership with the Tipitina's Foundation, the company will also fund a concert series for local talent in New Orleans.