This advertising content was produced in collaboration with our sponsors, Absolut.
What do Gucci, Apple, and Absolut all have in common? Immediately recognizable names, of course—but also number one positions in their respective categories in Time’s World’s Best Brands of 2024. Absolut landed at the top of the spirits category with a perfect brand score of 100 out of 100.
“We are thrilled to share that Absolut Vodka has been voted the number one spirit brand in Time’s World’s Best Brands of 2024,” says Caroline Begley, the vice president of marketing at Pernod Ricard USA. “This incredible recognition, voted by U.S. consumers, is proof that strong connections with our community drives lasting success, shapes consumer decisions, and builds an iconic brand.”
The results come from an independent survey of more than 22,000 consumers conducted in partnership with Statista, a leading provider of market and consumer data and rankings. The ranking provides an unfiltered look at how customers perceive and interact with brands. Absolut’s perfect score comes from ratings on brand awareness, social buzz, likeability (the brands customers prefer), usage (the brands they actually purchase), and loyalty (the brands they would purchase again). Defining a brand starts with creating something people want to return to again and again, and Absolut meets the assignment on all fronts.
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Achieving that goal is easier said than done. Absolut’s top ranking is a testament to quality. The vodka is made with high-caliber ingredients sourced from southern Sweden, from the wheat to the water. It is a spirit consumers know they can rely on in crowded store shelves and back bars. Absolut’s messaging matches what is in the bottle for an unparalleled cultural caché—an envious position for a spirits brand. Branding, as Time notes, is more art than science. Absolut appears to have perfected the art.
Absolut’s brand recognition goes much further than buzz. At the backbone of the recognition is a dedication to excellence in flavor and to what Absolut can add to the most popular trending cocktails, like the Espresso Martini.
This year, Absolut and Kahlúa, the power pair behind the Espresso Martini, joined forces with Sabrina Carpenter to mix things up for the holiday season. The singer’s song of the year, Espresso, is a natural fit to build on the social capital of both the cultural phenomenon and the in-demand cocktail. The Absolut Espresso Martini mixes Absolut Vodka, Kahlúa, espresso, with a coffee bean garnish resting on the head of foam to finish it off. There is perhaps no more fitting celebratory drink to toast one of the World’s Best Brands.
Dispatch
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