Absolut, a brand of Paris-based Pernod Ricard, launched a new film titled “The Vodka with Nothing to Hide” to prove how transparent things are in Åhus, Sweden, and features employees totally in the nude.
From Absolut Vodka’s carbon dioxide--neutral distillation process to its sustainable ethos, viewers are invited on a revealing journey to discover how Absolut not only has nothing to hide, but has something worth shouting about, the company says.
Few companies would have the willingness to literally bare all about their production or share their sustainable practices, but Absolut is leading the way for other brands to follow, it says. In the film, Absolut invites viewers behind the scenes to reveal how its unique process produces its high-quality vodka. In an age where true brand transparency is rare, Absolut felt it was important to put everything on display and show viewers exactly what crafting modern vodka entails, , it adds.
The film, featuring employees from The Absolut Co., humorously pays homage to classic employee induction videos and highlights its sustainable, progressive approach to creating the high-quality vodka. The nudity is used as a metaphor for their transparent production process, so rest assured, employees at the distillery are normally found fully clothed.
The film can be seen here: https://youtu.be/02e9klKUN0Y
Quality and sustainability are key to Absolut’s innovative carbon dioxide-neutral distillation process, which creates a better vodka to taste, the company says. Absolut is proud to take responsibility from seed to bottle and source its wheat from 338 farms in southern Sweden (where each farmer is known by name), it says.
“We are very proud of the high-quality vodka we make here in Åhus and also the way we make it. We control every single step from seed to bottle, and we do it with passion and pride,” said Anna Schreil, vice president of operations and one of the 28 employees featured in the film, in a statement. “Quality and sustainability are lead words to us, and we love to tell our story. Normally, when people come to see us, we do have clothes on. But the transparency about how we do things is still the same.”.
Absolut has a long-term vision to create one sustainable circular source and continues to work with the ambition that there is no waste, only by-products that can be innovatively reused. This film is just one part of Absolut’s journey toward a more sustainable world, it says.
“The Vodka with Nothing to Hide” communicates Absolut’s belief that all companies have a duty to strive for sustainability. “Absolut has always believed in using its voice to promote change, and we are proud to champion sustainability and transparency in our industry,” said Craig Johnson, vice president of global marketing, in a statement. “We feel it’s now more important than ever to let our customers know, we have nothing to hide.”
Founded in 1879, Absolut’s commitment to progress and sustainability go back to the very origins of the company. The company founder, LO Smith was dedicated to not only creating a better vodka free from fusel oils, but valued and respected his employees including championing their right to vote, the company says.
Today, Absolut is keen to invite visitors to experience Smith’s legacy and will open its distillery doors and new Visitors Center this summer. Consumers will have a chance to experience the transparency of the vodka production, and see for themselves that Absolut has nothing to hide, it adds.
The film was directed by Sam Hibbard, featuring creative from BBH and is part of Absolut’s ongoing platform, Create A Better Tomorrow, Tonight.