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Posted: 3:34 p.m. Friday, Feb. 21, 2014

Absolut Texas vodka hits stores March 1 

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By Gary Dinges

It’s Absolut-ly one of the most interesting accounts Austin-based creative agency Guerilla Suit has handled.

The firm was tapped to create the branding for Absolut Texas, a limited edition offering from the well-known vodka maker.

Planning for the rollout of Absolut Texas, a vodka with cucumber and serrano chili flavor, started almost a year and a half ago, according to Guerilla Suit co-founder James Moody.

“They’ve done some city-specific vodkas in places like Chicago and Brooklyn,” Moody said. “When they decided to do a statewide version for Texas, they were looking for someone with a contemporary touch.”

Guerilla Suit – which has done work for a variety of big-name clients such as ACL Live, Texas Monthly, Alamo Drafthouse, AT&T, Microsoft and Pearl Brewery, among others – fit the bill with its “cosmic cowboy”-campaign, Moody said.

“It’s a perfect project for us because we get to be goofy,” he said.

After an extensive search, San Antonio artist Cruz Ortiz was tapped to design the hip Absolut Texas bottle, which prominently features a highly stylized cowboy boot, Moody said.

“They immediately fell in love with his work,” Moody said.

Ortiz’s work is also featured on billboards and other marketing materials created by Guerilla Suit.

Initial plans call for about 15,000 cases of Absolut Texas to be manufactured, according to Moody. Starting March 1, it will be heavily promoted at events such as South by Southwest and will also be for sale in liquor stores.

Gary Dinges

About Gary Dinges

Gary Dinges covers bars/restaurants, movies, music, radio and TV -- plus a bunch of other fun stuff -- for the Austin American-Statesman.

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