Michelle Chumash of Matawan, N.J., started her Absolut collection in college. She gave "Nightline" a tour. "Pens, a lot of pins," she said. "Watches, earrings, jewelry, even have some makeup, lipstick, and there's nail polish... various keychains, flashlights... hats … I have umbrellas, a lot of barware, tip jars and coat-check numbers. ... I have 3,500 ads."
Chumash is part of a global community of Absolut fanatics who have made full-time hobbies out of their love for Absolut's iconic brand.
"I have traded with or sold ads to collectors in Israel, Greece, Singapore, Sweden, all over the world," Chumash said.
But ultimately the key to victory in this battle for Absolut vodka supremacy lies in the taste.
"The consumer always should be able to recognize Absolut and say, Absolut," said Hermansson.
Which brings us back to the sensory lab, where "Nightline" is enjoying a vodka tasting -- and quickly getting a grip on the new "vodkabulary."
Nightline: Oh yeah, this one's much more yeasty.
Hermansson: Very good! Yeasty! Perfect!
Nightline: Nail polish remover.
Hermansson: Exactly, very good, acetone nail polish remover, excellent. ... What do you think the raw material could be?
Nightline: I would guess wheat.
Hermansson: So would I, very good. ... You're really good, I am amazed.
Nightline: Beginner's luck.
Hermansson: No, no, no. You have a very good nose. ... Any ideas what this one might be?
Nightline: I've been told that Absolut has a slight grainy character. So I'm going to go with Absolut.
Hermansson: That's very good because I think it's Absolut. ... It is Absolut. Very, very good. Welcome to the club for super tasters!
Never has war been so much fun.