Absolut Vodka has released a new flavor (mango with black pepper) to benefit the New Orleans area. All profits (estimated to be around $2 million) will go to five charities along the Gulf coast. The Absolut New Orleans bottle has a red-and-silver harmonica on it.
Implications - Absolut has increasingly embraced regional markets with specially branded vodka bottles; this design for New Orleans helped benefit survivors of Hurricane Katrina. Its flavor, which blends two signature profiles of New Orleans' regional cuisine, appeals to tourists and locals alike, while its charitable appeal helps win consumer favor in the crowded flavored-vodka market. Companies can mimic this strategy by creating "local" alcohol that reflects the vibe of a particular area.
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