Absolut Digs In in War for Global Vodka Market

It was 11 a.m. on a Tuesday and there was vodka everywhere. "Nightline" was in the "sensory analysis lab" at Absolut's vodka headquarters in Ahus, Sweden. This is their war room, where Absolut plots its path to vodka-world domination. "The sensory lab is to understand the consumer, the consumer's perception," said Per Hermansson, the company's secret weapon. "Not only of our product but as you see also our competitors' products." Watch the full story tonight on "Nightline" at 11:35 p.m....Full Story
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