By Ian Neubauer

Pernod Ricard Australia has pulled-off a stellar relaunch of Absolut following the acquisition of the iconic Swedish vodka brand by its French parent company last year.

Marking its first major marketing initiative for the brand, Pernod Ricard Australia has installed a temporary day club on the rooftop pool deck of the Accor’s Swiss Grand Hotel on Sydney’s Bondi Beach as part of its ’10 Summer Sunday’s in an Absolut World’ campaign.

Launched in the last weekend of December and extending through to March, the day club has become one of the Harbour City’s most talked-about venues. It features European-style day-club styling complete with sun lounges, maxi-umbrellas, plush towels and a series of cocktail bars.

Patrons enjoy the sun at the Absolut day club

Pernod Ricard Australia marketing manager – Absolut, Laura Stephen, said the day club has proven a perfect kick-off to the next phase in the evolution of the Absolut brand.

“With four ‘Summer Sundays’ down and six to go, this winning concept, which has proven an instant hit, is a class expression of the Absolut brand … a simple yet premium experience executed with creativity, wit and style,” she said.

Entry to the day club is by invitation only. However, a limited number of new recruits are selected from a Facebook page has been built to showcase the various ‘goings on’ for all to see while keeping attendees up to date with pictures from previous weeks’ parties.