This year, all Absolut Vodka products are labeled with a new marking. The e-label might seem like only a small marking on the bottle, but it holds a great deal of information. We had a talk with Paula Eriksson, VP Corporate Affairs & Communications at The Absolut Company, on the importance of exchanging all the labels on all products in all markets.
What is an e-label?
E-labels are digital shortcuts in the form of a QR-code that we print on all our labels. The purpose of implementing this solution is to give all consumers – in all markets – access to information and drinking guidelines that are locally adapted and in their own language. The pandemic has increased the use of digital solutions, which means that this type of label works well already now, and we’re confident that it’ll still work in 10 years’ time. This is a massive project that we’ve now just started to roll out globally. In the first stage, all products within the EU are being e-labelled and then next markets to follow are big markets like Mexico, Brazil and the US. The last stage is to implement in smaller markets, for example in South America and Southeast Asia. When we are done, the new e-label will be available in all our 140 markets. It is an amazing job that’s been done by our logistics and production departments, who – in the midst of a pandemic and a supply chain crisis – have managed to achieve all this.
How does it work?
It is a simple QR-code that is printed directly on the bottle label. The code can be scanned with your smartphone and it will forward you to the information that applies in your particular country. The app uses geotags, so you’ll be directed to the right market regardless of where in the world you are. All information is available both in the local language and in English.
Today’s consumers have a great deal of knowledge about how, what and why things are produced, and they expect that there is certain information available for them to access.
Why have you decided to implement it?
Today’s consumers have a great deal of knowledge about how, what and why things are produced, and they expect that there is certain information available for them to access. This means that there’s a great need for transparency for both companies and products. The most important information, i.e. energy declaration and responsible drinking logos, are clearly visible directly on the label, but now we are introducing another tool to make it easier for anyone who wants to know more about ingredients, drinking guidelines and health.
When will the e-label be introduced?
It has already started to be rolled out. The first bottles with QR codes went out in Italy and Portugal in August and now we continue with a full roll-out plan throughout the EU. The goal is to have all EU markets completed by 2022 and the rest of the world by the beginning of 2024.
