Absolut up for sale

Any heavy drinkers with deep-pockets may want to get in touch with the management of Absolut Vodka, which recently put itself up for sale. As the number 3 premium spirit in the world, the company is expected to fetch over $4 billion, but it could be a bargain. In the highly competitive world of premium alcoholic beverages, Absolut has distinguished itself with its creative, even brilliant, advertising campaigns over the years. Suitors include Diageo plc, Pernod Ricard and Fortune Brands, and there may be more. Some expect that Brown-Forman will take a look, and it's also possible that private equity might bite, although the price is likely to make it more suitable for a strategic buyer.

One interesting thing about Absolut is that it was one of the first brands to actively target the gay community in its ad campaigns. It was a decision that paid off, as this large, and often affluent population group, now counts Absolut as its vodka of choice. Perhaps a company like Budweiser, which has been widely criticized for spending money on ads (such as the Superbowl) that have done little for the brand, could learn something from Absolut's edgy marketing.