Australian film director Baz Luhrmann has been enlisted to create the first ever Absolut limited edition bottle celebrating Australia. The collaboration is called Absolut Oz and will see a very limited number of 1 litre sized bottle available in leading liquor stores across Australia during March 2014.
Managing director of Pernod Ricard Australia, Julien Hemard said: “We are extremely pleased and proud to be collaborating with one of the great visionary minds of the contemporary world in Baz to realise the first Australian ABSOLUT limited edition. Baz is one of the world’s renowned inspirations in creativity. Working with ABSOLUT, Baz has captured the unique essence of Australia.”
As part of the creation of Absolut Oz, Baz Luhrmann travelled to the Southern Sweden town of Ahus, home to the Absolut distillery and the sole source of the pure water which goes into each and every bottle of Absolut. At Absolut HQ he trialled and experimented with various ingredients which would eventually go to make up this quintessential blend that aims to capture the essence of a chapter in the unique story that is Australia.
Inspired by Australia’s robust and deeply seeded beach culture, Luhrmann believes Australian taste palettes, like other senses such as smell, has the power to transport us to places both known and imagined, and this became his mission when he found himself in the snow bound Swedish landscape back in December 2012.
At this point Luhrmann was neck deep in the final stages of his feature film, ‘Gatsby’.
Luhrmann had this to say: “Working for the last three years on F. Scott Fitzgerald’s famous novel, it has been very hard not to think about alcohol, as, after all, ‘The Roaring 20′s’ were a time of Prohibition, when, of course, everyone drank. And my wife Catherine and I did our research. For Catherine it is about the champagne. But for me it is about the cocktail. And it is hard to think about the cocktail without thinking about great vodka.
“Absolut Oz is a distillation of the unifying truth that we are all equal under the sun”, Luhrmann added. “While creating the drinks which feature and celebrate Absolut Oz, we reflected on that moment when the sun dips below the horizon and, as we say in the movies, the magic hour is upon us.”
Luhrmann worked closely with Absolut to create four special cocktails, each of which is a toast to four famous beaches around Australia. They are The Tama-Glama, The Hells Bells Beach, The Cable Beach ‘Stairway to the Moon’ and The South Avoca Elevator.
Absolut Oz – subtitled ‘A Baz Luhrmann Production’ – is the first Australian limited edition Absolut Vodka which joins a notable repertoire of other editions celebrating iconic global destinations including Absolut London, Absolut Brooklyn (NYC), Absolut Mexico and Absolut SF (San Francisco). This innovative approach in creating new and inspiring limited editions has maintained Absolut Vodka’s positioning at the very height of the worldwide Vodka market for over two decades.
Absolut Oz’s spiced orange flavour profile reflects the explosion of the spiced spirits trend which is currently escalating around the world. The flavours by Absolut are driving growth for the vodka flavour segment here in Australia, and currently represents 95% of this market sector nationally*.
Absolut Oz will available at online liquor store www.mybottleshop.com.au from March 2014 and will feature a specially designed neck tag with story notes, images and recipes for each of the four cocktails created by Luhrmann.
Absolut Oz will be available for a strictly limited period in the 1 litre bottle size only.