Matthew Pomeroy, global brand Ambassador for Absolut Vodka addressing one of two Absolut master classes organised by Farsons Beverage Imports Company Limited (FBIC)
The main objectives of the Absolut Masterclass 2011, recently organized by Farsons Beverage Imports Company Limited (FBIC), were to give an insight into the world of Absolut Vodka and to provide an update on the latest trends in global mixology.
Global brand ambassador for Absolut Vodka, Matthew Pomeroy, who has over 13 years experience in the hospitality industry, hosted two vodka master classes at the Radisson Blue Hotel in St Julian’s which were attended by bartenders from the top outlets on the island.
Mr Pierre Stafrace, General Manager at FBIC, explained that these classes were not only a showcase of Absolut and its range of flavours, but were also organised communicate the brand's story. “There is a creative heritage within Absolut Vodka that is as old as the brand itself. It was this heritage that first inspired the brand to introduce a range of flavoured vodka at a time when no one thought it possible," said Mr Stafrace. He added, "In fact we are pleased to announce the launch of a new flavour in Malta which is surely to become a highlight of this summer – Absolut Berri Açaí.”
The new Absolut Berri Açaí brings together some of the world’s most exciting flavours in a modern premium vodka and combines the smoothness of açaí with fresh pomegranate and blueberry notes, to create a new elegant, focused berry aroma.
During the vodka education sessions, Mr Pomeroy illustrated what made Absolut so different from other brands through a blind tasting. Asking the audience to take note of various elements of the sampled vodkas – the nose, the body, the integration of the alcohol, the smoothness of the taste – without knowing the brand they were tasting, participants actively gave their views and rated the vodkas. It was no surprise that the overall favourite of the blind tasting turned out to be Absolut!
For more information about Absolut and Absolut Berri Açaí visit www.absolut.com.
The Absolut range is imported, marketed and distributed by Farsons Beverage Imports Company Limited, a member of The Farsons Group.
Absolut History
The story of Absolut Vodka first started in 1879 in the Swedish town of Åhus, thanks to a discovery by businessman Lars Olsson Smith, whose image can be seen today on the front of every bottle of Absolut.
Smith had discovered a new way of distilling a cleaner version of vodka. This process, known as fractional distillation, produced liquor with a low amount of fusel alcohol in it, which resulted in a smoother, finer vodka for consumption. In 1979, Absolut Vodka was introduced to a global audience and quickly became one of the most popular and recognisable brands in the world.