Sunday, April 13, 2008
Tempest in a Cocktail
This little saga has been amusing to me. If you hadn't caught the "news," Absolut vodka stepped in it by running this ad in Mexico.


I'm sure most Mexicans had no problem with it. However, many Americans did. People were righteously indignant that an "ideal" world would have a large chunk of US territory belonging to Mexico again. Some political bloggers made hay over the ad. Many people vowed to boycott Absolut vodka and planned to switch to anything other than Absolut. For me it was an education in other vodkas. Ketel One and Grey Goose were often mentioned.

Now, in my opinion the ad wasn't that big of a deal. It was pandering to the Mexicans as the expense of the United States. A very populist and clever angle. However, to quote the Pegu Blog:

I will say one serious thing. I do hope that ad companies take the right lesson from this. Don’t run ad campaigns that depend on nationalist sentiments at the expense of other nationalities. The same ad, run in the context of Tibet/China, or Israel/Jordan, would likely result in some measure of bloodshed.

Absolut didn't appear to understand the seriousness of their situation in the United States at first. They started out with the obligatory lame apology and then as the realization began to dawn on them that things were serious, they became more sincere. Malkin documents the evolution of their sincerity on her blog.

Meanwhile, the whole episode took on a lighter tone when Skyy Vodka jumped on the opportunity to remind everyone of their domestic bona fides:

SKYY® Vodka, Made in the USA, Proudly Supports Treaty of Guadalupe Hidalgo.

America’s Most-Popular Domestic Vodka Decries Absolut® Vodka’s Suggestion to Redraw North American Map

SAN FRANCISCO--(BUSINESS WIRE)--In 1848, the Treaty of Guadalupe Hidalgo officially ended the Mexican-America War (1846-1848). With the signing of this treaty, the United States gained control of what was to become the Golden West, including California, Arizona, Utah, Nevada and parts of Colorado and New Mexico. Today, SKYY® Vodka, the number-one vodka produced in the United States, spoke out against suggestions by Absolut® Vodka to disregard that treaty, as well as the joining of Texas to the Union in 1845, as depicted in Absolut’s recent advertising.

“Like SKYY Vodka, the residents of states like California, Texas and Arizona are exceptionally proud of the fact that they are from the United States of America,” said Dave Karraker, SKYY Vodka. “To imply that they might be interested in changing their mailing addresses, as our competitor seems to be suggesting in their advertising, is a bit presumptuous.”

In the ad, an “Absolut World” is depicted where the map of North America is re-drawn with Mexico claiming much of the Western United States, negating the Treaty of Guadalupe Hidalgo, as well as the Gadsden Purchase (1853), and the independence of Texas (1836).

“Don’t get me started on the Gadsden Purchase,” continues Karraker. “I think the folks in Tucson and Yuma would be rubbed the wrong way if they hear this landmark deal was somehow nullified as suggested by Absolut, a Swedish-owned brand.”

SKYY Vodka was founded in San Francisco in 1992 and continues to be produced in the United States. Premium SKYY Vodka is made from American grain carefully selected from the Midwest and 100% pure filtered water. SKYY’s proprietary four-column distillation and three-step filtration process consistently ensures exceptional quality. SKYY Vodka products include luxury SKYY90® and new SKYY Infusions™, a unique, all-natural infused experience made with premium SKYY Vodka and succulent real fruit.


Personally, I don't buy Absolut vodka because I don't buy vodka for the taste. Absolut is one of the more expensive ones, and for that matter, so is Skyy. Since I can't taste it anyway it wouldn't matter what brand I bought. Honestly, I don't even buy vodka. I'm a Jim Beam gal, myself.
Written at 11:47 AM by Highlandgal.
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