Swedish vodka producer Absolut, part of the French group Pernod Ricard, has decided to partially resume shipments of its alcohol products to the Russian market, according to Kristianstadsbladet [2]. The company confirmed the resumption of deliveries to Russia under Pernod Ricard’s ownership, with a spokesperson stating that the interests of its employees in Ukraine and Russia were considered before taking this decision [3].
The move to resume exports to Russia, which took place at the end of 2022, has sparked controversy among Swedish politicians [5]. The Absolut Company, in a statement sent to the local newspaper “Kristianstadsbladet,” emphasized that the goal of providing products to Russia is to support its employees in the region [8].
Absolut Vodka, which originated in Sweden, has a strong presence in the global market and has been recognized for its commitment to sustainability, as evidenced by the launch of its latest limited edition bottle made with more than 41% recycled glass [4]. The company recently underwent a significant design and flavor update, involving the use of more than 50% recycled glass in its bottles [6].
Despite the company’s longstanding commitment to sustainability and quality, the decision to resume exports to Russia has been met with backlash and outrage from several Swedish politicians [5][8]. The future of Absolut’s relationship with the Russian market remains uncertain as the political and social landscape continues to evolve.