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, humourously 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.

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.

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Source: Drink Stuff SA