“Absolut” vodka boycott Russia – for the second time

The Absolut Company, the Swedish manufacturer of “Absolut” vodka, has stopped exporting to Russia with immediate effect. Quite late, you might think, but far from it. The group had already stopped deliveries to Russia in March 2022.

So what happened in the meantime? At the beginning of this month, the French parent company of the beverage manufacturer Pernod Ricard announced that it would resume business relations with Russia.

The company initially justified the resumption of exports by saying that the workers there had to be protected and the company’s financial stability had to be ensured.

The question of why Russians should buy Swedish vodka is unavoidable in this context. However, Pernod Ricard encompasses much more than just Absolut: Ballantine’s, Chivas Regal, Jameson, Kahlua, Beefeater and Havana Club are just a fraction of the spirits the beverage giant has rights to.

The Absolute Company’s announcement that it would resume sales was immediately followed by a wave of protests. Swedish MEP Karin Karlsbro called on the general director of the Absolut Company to stop sales to Russia immediately.

Exporting products to Russia is now “an active measure that supports Russia’s war against Ukraine and counters international sanctions,” the politician said.

According to reports, Swedish farmers have even threatened to stop supplying grain to the manufacturer if exports continue.

Meanwhile, the Absolut Company just came back and stopped selling. “The reactions over the past few days clearly reflect the role Absolut plays for its large community in Sweden,” said Stephanie Durroux, CEO of the Absolut Company, Tuesday. It recognizes the duty of care towards the employees and partners and should not expose them to mass criticism in any form.

(cpf)