Pernod considers Absolut limit

Pernod Ricard could look to rein in the number of Absolut vodka flavours on the market after its purchase of the brand from the Swedish Government.

Managing director Pierre Pringuet said he would "welcome streamlining" of the range and more focus on the core blue label, but that decisions on new product development would continue to be taken by the brand team in Sweden.

Pringuet said: "Flavours are important in the vodka market because they give you visibility in a bar, as you can have more facings, and there are certain consumers who like flavours. But you have to be cautious, because if you go too far with innovation you can dilute the brand's image.

"The strategy has refocused on blue recently, which is correct, because that is where growth of the brand lies."

Pringuet gave his backing to recent controversial advertising for the brand, which has included images of a pregnant man and a factory belching pollution, and to special editions of the vodka such as one to raise money for hurricane relief in New Orleans.

"It was very much linked with the overall strategy, which is to be part of major social causes," he said.

Pringuet felt Absolut advertising had been "a bit negative" in the late 1990s, but had improved after a new brand management team came in four years ago.

The new campaign, he said, "was not really advertising a spirit or a vodka brand but having its own say on the world". He added: "It's been in place for 18 months. We are very pleased with it and don't anticipate any changes in this strategy."

Pernod Ricard bought Absolut firm Vin & Spirit from the Swedish Government for £4.6bn in March.