Santé and Skal!

"Pernod Ricard buys Vin & SpritICONIC is a much-overused adjective in branding, but it is a fitting description of Absolut, the Swedish vodka. The Absolut bottle, inspired by the medicine bottles sold in Stockholm pharmacies in the 18th and 19th centuries, is a design classic. Clever marketing campaigns have propelled the spirit from its southern Swedish home to leadership of the world?s premium vodka market. This is one of the fastest-growing segments of the industry, especially in America, the world?s biggest market for spirits, so its ownership is a prize well worth winning.When the centre-right Swedish government decided to put the owner of Absolut, Vin & Sprit (V&S), up for sale almost two dozen bidders showed interest in one of the drinks industry?s most marketable brands. After a hotly contested auction running for almost four months, Pernod Ricard, a French drinks giant, emerged victorious. On Monday March 31st the Paris-based company announced its takeover of V&S for ?5.6 billion ($8.9 billion) including debt. ?The acquisition is a fantastic opportunity and represents our third transformational acquisition,? said a triumphant Patrick Ricard, Pernod?s chief executive and chairman. ..." (2008-3-31)

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