Absolut Teams Up With Jesse Tyler Ferguson To 'Stop The SugarCoating' In Celebration Of New, No Added Sugar Absolut Grapefruit

Today, Absolut Vodka, the #1 imported vodka in the U.S. 2, unveils its #NoSugarCoating campaign to celebrate its latest flavored vodka - Absolut Grapefruit - made with no added sugar 1. With the help of actor, from Emmy-award winning series Modern Family, Jesse Tyler Ferguson, Absolut is proving just how refreshing transparency can be with a series of #NoSugarCoating social videos that remove the sugarcoated filter and offer a fresh perspective on everyday life.

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In a world weary of fake news, Absolut Grapefruit is on a mission to tell it like it is, without the sugarcoating. For nearly 40 years, Absolut has taken action to inspire a world of inclusivity, diversity and openness - where everyone feels free to be their true self. Because life, like vodka, doesn't need to be sugarcoated. Made with water, locally sourced winter wheat and natural grapefruit flavor, Absolut Grapefruit offers a fresh fruity taste with no added sugar 1.

"As a brand, Absolut has always stood for transparency because our vodka has nothing to hide," said Regan Clarke, Brand Director, Absolut, Pernod Ricard USA. "The #NoSugarCoating campaign is a tongue-in-cheek reminder that sugarcoating usually comes with a hidden truth, and we want consumers to know exactly what they're getting with every new addition to the Absolut portfolio - with Absolut Grapefruit, that means a beautifully bright, grapefruit-flavored vodka with sweet notes and zero sugar 1."

#NoSugarCoating with Absolut Grapefruit & Jesse Tyler Ferguson
Absolut Grapefruit, with the help of actor Jesse Tyler Ferguson, is unveiling the #NoSugarCoating series, where sometimes-awkward everyday scenarios - like telling a loved one his or her boiled chicken looks, well, gross - are truth-bombed by Ferguson. As a bold, audacious and original personality, on- and off-screen, Ferguson was the perfect partner to sing through the sugarcoating with humorous responses that tell it like it is.

"I've always felt a connection with Absolut because it was one of the first brands I knew showing support for the LGBTQ community, back when it wasn't necessarily en vogue," said actor Jesse Tyler Ferguson. "With the #NoSugarCoating campaign, we're harnessing that same irreverence by using humor to inject more honesty and less sugarcoating in day-to-day life - something that I think is super refreshing and relevant in society today."

Featuring a mix of 10 and 30 second spots, the series of seven short form videos feature different #NoSugarCoating themes during occasions authentic to enjoying Absolut Grapefruit, including Dinner Parties, Happy Hour, House Parties, Trivia Night, Brunch and beyond. The #NoSugarCoating campaign will be supported by cross-channel marketing efforts - designed to recruit the brands millennial target - with distribution focused on social platforms including Instagram, Snapchat, YouTube and Connected TV.

Four Seasons of Citrus with Absolut Grapefruit
Absolut Grapefruit is the brand's biggest innovation since the successful launch of Absolut Lime in 2016, which reflects the fast-growing popularity of citrus flavors. As the vodka with nothing to hide, Absolut believes the secret behind creating better vodka is not having any secrets. With a production philosophy as transparent as its bottle - every drop of water and every seed of winter wheat in Absolut Vodka is locally sourced, distilled and distributed within a 75-mile radius of a small village named Åhus, Sweden.

With notes of distinct pink grapefruit and a well-balanced sweetness, Absolut Grapefruit is bringing the citrus vibes all year long with delicious cocktails ready for any occasion. It's the perfect base for building both simple and sophisticated cocktails, like an Absolut Grapefruit & Soda or the Absolut Grapefruit Swedish Paloma:

Absolut Grapefruit & Soda
Ingredients:

  • 1½ Parts Absolut Grapefruit
  • 4½ Parts Soda Water
  • 1 Wedge Grapefruit

How to Mix:

  • Fill a highball glass with ice cubes. Add all ingredients. Stir. Garnish with grapefruit.

Absolut Grapefruit Swedish Paloma
Ingredients:

  • 1½ Parts Absolut Grapefruit
  • 1½ Parts Grapefruit Juice
  • ? Part Lime Juice
  • Soda Water
  • 1 Wedge Grapefruit

How to Mix:

  • Fill a shaker with ice cubes. Add Absolut Grapefruit, grapefruit juice and lime juice. Shake and strain into a chilled highball glass. Top up with soda water. Garnish with grapefruit.

Absolut Grapefruit is available nationwide for an MSRP of $19.99 (750ml) and $24.99 (1L). For more information on Absolut Grapefruit, cocktail recipes and to view the #NoSugarCoating videos, visit Absolut.com/Grapefruit - or follow the conversation via social on Absolut's Facebook, Instagram and Twitter.

ENJOY RESPONSIBLY
ABSOLUT GRAPEFRUIT. GRAPEFRUIT FLAVORED VODKA. PRODUCT OF SWEDEN. 40% ALC./VOL. ©2018 IMPORTED BY ABSOLUT SPIRITS CO., NEW YORK, NY.

About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. The company's leading spirits and wines include such prestigious brands as Absolut Vodka, , Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila , Beefeater Gin, Del Maguey Single Village Mezcal, Monkey 47 Gin, Plymouth Gin, Seagram's Extra Dry Gin, , Hiram Walker Liqueurs, Lot No. 40 Canadian Whiskey, Midleton Irish Whiskey, Powers Irish Whiskey, Redbreast Irish Whiskey, Smithworks Vodka, Smooth Ambler Whiskey, Pernod, and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo and Brancott Estate; and such exquisite champagnes and sparkling wines as Perrier-Jouët Champagne, G.H. Mumm Champagne and Mumm Napa sparkling wines. Pernod Ricard USA is based in New York, New York, and has roughly 650 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.responsibility.org.

1 Per 1.5 fl. oz. - Calories 97; Carbohydrates, Protein, Sugar, and Fat all 0 grams
2 Nielsen, NABCA, DISCUS Retail Sales 12 months ending 6/2017

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