Crystal clear strategy

Here's a story about how Absolut launched its ready-to-drink Absolut Cut in Australia. Previously the drink has been launched in the UK and Canada.

In essence, they used everything but traditional advertising, including two short-leased Sidney pubs, rebranded in Absolut style.

One of the real challenges is to convince the beer-loving Australian men to switch to something sweeter. And that's really a challenge I guess.

To me as a marketer that sounds extremely exciting and creative. On the other hand, Absolut is a state-owned company (Swedish state has a 100% ownership) that hopefully not would like us to increase our total alcohol consumption. It's also a rather big company, in fact one of the largest destillers in the world;

So, if you so eagerly want to reach out to the beer-drinking men. Couldn't you just buy a brewery instead and spare yourself some marketing money?