What It Took for Absolut to Pull Off a Major Product Launch at the Grammy Awards

New flavor took over every aspect of music's biggest night

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In February 2017, Absolut launched its first new flavor in over four years: Absolut Lime. A lot was banking on this rollout, considering the sharp decline in vodka sales beginning in 2014, a rise in competition from the whiskey market and a growing fatigue of sickly sweet flavors like cookie-dough vodka.

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This story first appeared in the March 27, 2017, issue of Adweek magazine. Click here to subscribe.