Test Determines Ideal Summer Cocktail by Examining Pavlovian Conditioned Reflexes, Vacation Hat Choices

In what may be a "first" for the world of science, ABSOLUT today announced the availability of a new scientific test -- exclusively at absolut.com -- to examine the personality of vodka drinkers and determine which flavor they are. Strategically titled "FIND YOUR FLAVOR," the elaborate methodology is also able to determine a scientifically verifiable and individually-personalized ideal summer cocktail for each visitor at absolut.com.

Although the methodology is closely guarded in an undisclosed Swedish location and is yet unpublished in any scientific journals, sample questions asked of absolut.com visitors include: "what [items] would you choose to save from a burning house?", "what [items] would you pack for a long weekend?" and "what kind of TV stations do you watch?"

By compelling consumers to provide answers in less than 90 seconds while examining their priorities and clothing choices, the test is able to draw conclusions on the "flavor" of the interviewee with a 99.5% degree of accuracy, before recommending the perfect cocktail for summer.

"While this may not be a breakthrough on the scale of Heisenberg's uncertainty principle or Boyle's law, this is a great day for the world of science nonetheless," said Patric Blixt, communications manager, Internet for ABSOLUT SPIRITS, as well as a past reader of several scientific magazines, although not a subscriber.

"Other personality tests are done with no rhyme or reason, but FIND YOUR FLAVOR was developed by leading Swedish scientists based on complex, multi-faceted research of personality traits. Visitors to absolut.com will discover that this is by far the most comprehensive scientific vodka flavor personality test available on the Internet or anywhere else," added Blixt.

Scientifically-Valid Personalized Cocktail

The personalized cocktail suggestion offered by FIND YOUR FLAVOR is based on complicated, strategically-coordinated algorithms, also developed by leading scientists in Sweden. By combining research on the tastes of the American public with these complex, scientifically-accurate cocktail-psychology matrices, it is able to increase the accuracy of the personalized cocktail recommendation up to a degree of 99.75%.

The FIND YOUR FLAVOR microsite at absolut.com also includes a variety of summer cocktail recipes, a database of flavored drinks and numerous screensavers and downloads.

   Related Links:
   absolut.com (http://www.absolut.com/)
   absolut.com FIND YOUR FLAVOR (http://www.absolut.com/findyourflavor)

  Note:

As the famous philosopher of science Karl Popper outlined, all scientific truths are contingent and provisional. ABSOLUT wishes to make clear that the scientific basis for FIND YOUR FLAVOR has not been fully peer-reviewed. ABSOLUT can make no ultimate warranties as to its scientific validity.

The Absolut Company, a business area within V&S Vin & Sprit AB, is the brand owner and producer of ABSOLUT VODKA, ABSOLUT PEPPAR, ABSOLUT CITRON, ABSOLUT KURANT, ABSOLUT MANDRIN and ABSOLUT VANILIA. ABSOLUT is the third largest international spirit in the world and is available in 125 markets. ABSOLUT is made at the distilleries near Ahus, Sweden. The head office is in Stockholm. The Absolut Spirit Company, Inc. imports ABSOLUT in the US and distributes the brand through Future Brands, a joint venture with Jim Beam Brands. absolut.com.

   Press Contacts:
   Dan Cordella                 Patric Blixt
   FitzGerald Communications    Absolut Spirits
   absolut@fitzgerald.com       patric.blixt@absolut.se
   212-771-3682                 +46 8 744 70 83

Source: The Absolut Company

CONTACT: Dan Cordella of FitzGerald Communications, +1-212-771-3682, or
absolut@fitzgerald.com; or Patric Blixt of Absolut Spirits, +46-8-744-70-83,
or patric.blixt@absolut.se

Web site: http://www.absolut.com/