Absolut Redemption


Spirits February 7, 2017 No Comments.

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After last week’s underwhelming announcement that Absolut’s new flavor is LIME, the vodka company goes and totally redeems themselves.

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According to 9Finance, Absolut is currently hiring… a professional drinker. AKA a new “billion dollar nose” to replace Per Hermansson, Absolut’s current taster who’s due to retire this year.

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This full time, senior-level position requires you to taste, evaluate, and create new types of vodka. But years of chugging Gordon’s doesn’t a professional vodka taster make. Business Insider¬†explains that Hermansson has worked in the sensory field for 35 years, and his status as a “super taster” (one of 5-10% of the population who has heightened sense of smell and taste) has brought us best-selling liquors like Malibu, Kahlua, and obviously, Absolut.

While Absolut has the highest standards for their next professional drinker, I just want someone who can do better than “Lime.”

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