Issue link: http://digital.copcomm.com/i/101724
LAUNCH PAD A Floral Arrangement ABSOLUT HIBISKUS LAUNCHES THIS MONTH by Breanne DeMore N o one can deny that for the past several decades, ABSOLUT has been at the forefront of lavor innovation. The Swedish vodka not only stays on-trend, but oftentimes creates new ones in its wake. Offering a plethora of lavor options, the brand has worked its way into the hearts and bars of many, all the while proving itself invaluable when it comes to mixing. With lavors ranging from confectionary to nearly every fruit you can imagine, as the brand adds new lavors to the lineup, it continues to raise the level of ingenuity and creativity—and inspire further creation. But with so many lavors, how does the brand continue to come up with fresh, new ideas? "It's really a team effort," says Senior Brand Manager, Laurent Cutier. "We stay on top of the trends, and not just in the beverage industry. We look at what's going on in food and restaurants, as well." ABSOLUT's legendary reputation for lavor innovation is perfectly exempliied in their latest lavor, Hibiskus. For centuries, countries around the world have been making teas and candies from hibiscus lowers, and our Caribbean neighbors even use the plant in celebratory holiday drinks. Packed with antioxidants, the beautiful lower offers a tart, fruit-like lavor and has a vibrant red color. Recently, this intriguing lavor has been showing up in beverages and desserts across the U.S., and more and more, mixologists and chefs are using the lower to infuse their creations or combining it with other lavors to add complexity. Inspired by this, ABSOLUT paired the beautiful lower with "super fruit" pomegranate, another popular lavor trend. The result is a striking blend of tangy and sweet. Cutier explains, "We chose pomegranate because we wanted the vodka to be enjoyable, but different from what you can already ind on the market." Relying on the innate sweetness of the pomegranate, the lavored vodka is made with all natural ingredients and no added sugar. Perfect for experimenting, ABSOLUT Hibiskus its right in with the legendary lavor family. january 2013 / the tasting panel / 119