It was in 1979 that ABSOLUT VODKA first went on sale. But everything actually began exactly 100 years earlier. That was when Lars Olsson Smith challenged Stockholm’s liquor market monopoly and launched Absolut Rent Brännvin. Inspired by that era, a handful of advertising geniuses shaped the brand, presenting it in an apothecary-like bottle with text printed directly on the glass. The success was immediate, and the brand gained attention through bold campaigns that broke new ground in the field of marketing.
At Södermanlands Auktionsverk, we now get a glimpse into how it all happened. This is thanks to a collection unlike almost any other, featuring clothing, watches, books, prints, and, not least, a commemorative coin in 24-carat gold.
