2023-04-17 20:29:00
In Stockholm, the Swedish capital, in the Stureplan district, restaurants that are well-known addresses such as Teatergrillen, Riche or Sturehof no longer serve glasses of “Absolut Vodka”, “Jameson” brand whiskey and rum “ Malibu” since this weekend. Indeed, the Svenska Brasserier group, which owns these brands, is suspending the sale of all spirits that belong to the French group Pernod Ricard. For good reason, the spokesperson for the group announced on April 13 the resumption of exports to Russia at the end of 2022 of the brand of the famous vodka which is manufactured in Ahus in the south of Sweden.
After this announcement, calls for a boycott are growing in the Scandinavian kingdom. Ulf Kristersson, Prime Minister, is very surprised by the choice made by Pernod Picard and explains on the TV4 channel: “I think a lot of consumers find that to be a very bizarre action.”
The Swedish political class denounces on social networks this choice made by the Pernod Ricard group. “A shameful decision” et “a moral breakdown”.
Liberal MEP Karin Karlsbro calls this decision a “nice gift to Putin”. For Anders Ygeman, a socio-democrat MEP, it is about “l’Absolut Poutine”.
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Pernod Picard explains in a press release that exports to Russia were suspended after the start of the war in Ukraine and that sales were made thanks to remaining stocks. When these reserves were exhausted exports continued. According to the French spirits group, by continuing their activity in Russia, all incriminations of intentional bankruptcy have been avoided and this has enabled them to protect the group’s Russian teams from any liability.
A response that is not unanimous on the Twitter of Swedish vodka since we can read accusations like “drink to the health of the genocide” or see a fake ad circulating where you can see a Ukrainian city crumbling under the bombs with the slogan “Absolut boycott” crossed out.
Systembolaget, a Swedish state-owned retail chain that sells wines and spirits, also received a lot of messages on its Facebook page. We see messages where we ask to remove bottles of Absolut and Ricard from the shelves. Stores have yet to take action at this time.
On the other hand, in the south of the country in Kristianstad, a clothing exhibition which was to take place this summer in the regional museum has been canceled. It was about the “Absolut Fashion” collection with creations from great fashion designers which was in partnership with the vodka brand.
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