Chapter: Clever Business
Yngve Bergqvist, the founder of the Icehotel in Jukkasjärvi in Sweden, was searching for business partners during the early and mid-1990s. He wanted to have Absolut Vodka, Sweden’s leading vodka manufacturer, as a partner, but they showed no interest. Before the opening of Icehotel, Bergqvist therefore took a bold move. He spent a big deal of the hotels budget buying a huge stock of Absolut Vodka bottles to the opening party. He then invited the media to join them. The day after the opening, pictures of amazing ice sculptures, people having fun, and the Absolut Vodka logotype showing pretty much everywhere spread like wildfire in newspapers. People from all over contacted Absolut and gave them credit for participating in such a unique project and congratulated them on their great investment. The people at Absolut didn’t understand a thing and were, to say the least, caught by surprise. It didn’t take long before they contacted Bergqvist and signed a partner contract.
The first Absolut Icebar opened at Icehotel in 1994. The same year there was an advertising shoot for Absolut Vodka in Jukkasjärvi, with photographer Herb Ritts. Models Kate Moss, Naomi Campbell, Mark Findlay and Marcus Schenkenberg were photographed surrounded by ice, wearing creations designed by fashion designer Gianni Versace. The concept of the ice bar is that the guests are served vodka in glasses made of ice from the Torne River, often described as a drink “in the rocks”. Ice glasses at the bars are brought from the production hall in Jukkasjärvi to the Icehotel. Today Icebar is a big franchise concept and can be found in the cities Stockholm, London, Istanbul, Copenhagen and Oslo.
Possible Moral
A great example how risking something can get you what you search for. Be bold and be brave!
Story from We All Need Heroes: Stories of the Brave and Foolish.
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We All Need Heroes
Short StoryHey there! Here you'll find a collection of mixed stories from my debut book 'We All Need Heroes', which celebrates people with brave and innovative ideas. The finished book is filled with a huge mix of inspirational and fun short-stories of people...
