The Poetics of ABSOLUT Vodka

This afternoon of gray clouds, I am re-reading one of Cebuana poet Corazon Almerino's poems in the absence of San Mig Light. For the first time, I am re-reading her brilliant poem, "Pagsuon Sa Panimbang" (A Balancing Act), while having an Absolut Vodka. This particular poem of hers, like the pure taste of Absolut Vodka, always reminds me on the significance of supervising a sense of balance in living one's life.

(First glass of ABSOLUT)

Absolut Vodka is a Swedish brand of vodka that is produced in the village of Ahus in southern Sweden. It is absolut-ly the pure taste of Sweden, consistently assuring that every drop meets its high quality of standard. I remember my good Swedish friend Mats who has been using the name Gregor Samsa, a fictional character in Franz Kafka's Metamorphosis, for almost a year now as a pseudonym. I cannot understand why he loves the name (or is it the fictional character himself?) so much but, from that time on, I call him "The Bug" anyway. Sipping my small glass of Absolut vodka, I smile while thinking of the many sweet names he calls me. My smile, this unusual smile I seldom see on my face, reflects in the crystal clear glass that is the Absolut bottle made with special low-iron sand. I am absolut-ly overwhelmed by my own reflection and the entire process of producing the Absolut Vodka aptly called continuous distillation.

Mats, a Swedish who seldom buys vodka but rather enjoys the company of wines or cognac, was really confused when I suddenly talked about Absolut vodka with him. At that time, our conversation was limited only to anything Absolut - the Absolut taste, the Absolut Vodka King, the Absolut Seven Flavors, and the Absolut culture. He thought, for a while, that I am an Absolut fan of bars. I disagreed.

I told him that I met the Absolut man on that fun-filled afternoon held in Cafe Havana. The man is Jonny Palsson. This Swedish cocktail-entrepreneur came recently to Cebu to share his ideas on bartending and the art of mixing vodka. He explained to the Cebuano bartenders who were also there the language of vodka. Pure and easy to mix, Absolut vodka communicates simplicity, clarity, and perfection.

From what I understand from Jonny who has worked as Bartender and Bar Manager for many years in famous cocktail bars, lounges, and hotels, it is the versatility of the Absolut vodka that makes the drink absolut-ly sexy. It has no limitations; we can actually do whatever or however we wish to do with it. Hundreds or even millions of mixes are absolut-ly possible when it comes to Absolut vodka. I tell you, his performance was absolut-ly fascinating!

(Second glass of ABSOLUT)

Mats will never really know how I "met" Vodka King Lars Olsson Smith (Well, I told him I did). He will never understand my animated conversation with Mr. Smith while we were having our small glasses of Absolut Vodka. It was in 1897 when Mr. Smith introduced the famous vodka in Sweden. The Vodka King surreally brought me in Ahus where the wheat that gives Absolut Vodka its smooth grain character grows. He told me that Absolut Vodka is produced from winter wheat.

In Ahus, I could hear the sound of the water that comes from its own deep well. The water they were using is pure and clear. I could see through it that indeed no sugar was added. There were no artificial ingredients. Mats will never understand this, like he will never be aware why it sometimes drizzles every time we take a walk downtown under the evening sky. I take another sip of Absolut.

A global mega brand, iconic vodka is recognized in over 126 countries. One of the main objectives of Jonny, as Absolut's Consultant Bartender, is to educate the bartenders around the globe and to explain to them the so-called "inspiring creative connections" a good bartender should acquire.

A good bartender, he said, is someone who will promote, sell and suggest. In this way, he is actually building a relationship with his customer. This is what they call an Absolut Inspiration. Jonny likewise introduced ABSOLUT AKADEMI - Absolut's own institute of higher learning where knowledge is used as a powerful sales tool - to make certain that the product remains competitive. The curriculum covers all aspects of Absolut Vodka from advertising and marketing to history and production.

Jonny is tasked to set up creative drink mixing sessions globally for the Absolut Akademi. He is responsible for several other bar-related projects for Absolut and currently functions as an Absolut Ambassador.

(Third glass of ABSOLUT)

This time, the Absolut bottle splits into seven different flavors: Absolut Peach, Absolut Vanilla, Absolut Mandarin, Absolut Pepper, Absolut Citron, Absolut Raspberri, and Absolut Kurant. While savoring each distinct taste - hot and spicy; rich, full-bodied and complex; smooth and mellow; rich, robust and intense - I celebrate the silence inside my room while I listen to the heavy downpour outside. I have reclaimed equilibrium, at last.