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Absolut Bets on the Cloud

Posted on 4.14.2015

Just like any other brand, liquor companies need an engaging online presence to connect with their fans and increase the visibility of their products.

For the Absolut Company, this meant leveraging e-commerce solutions provider EPiServer’s Digital Experience Cloud running on Microsoft Azure to develop a new family of websites to support its spirit brands, improve time to market, reduce costs and ease the deployment of the company’s Web initiatives. While The Absolut Company has previously used EPiServer technology to create digital experiences for websites like,, and, it decided to move to the cloud so it could stop managing servers and have greater speed and agility.

Working with EPiServer global partner Nansen, The Absolut Company selected EPiServer on Azure because of the speed and ease of access to servers, as well as because of the ability to get up and running quickly. The transition to Azure was done in one week for the first website. That said, 10 new websites in total developed with the EPiServer Digital Experience Cloud running on Microsoft Azure are expected to be live by next month.

"We definitely would recommend the EPiServer Digital Experience Cloud on Azure because it is more stable and seamless than other digital marketing platforms," said Fredrik Lagertrad, digital manager, Growth, for The Absolut Company. "The solution itself is very customizable and provides exceptional global support. The EPiServer Digital Experience Cloud enables you to use it the way you need to, rather than the product dictating how to use it. EPiServer's decision to put its cloud solution on Azure sets them ahead of other solutions; customers have the ability to actually build their product best to run in Azure. One of the key reasons to choose EPiServer is if you want Azure as your cloud solution."

Prior to its transition to the cloud, The Absolut Company grouped sites together on single servers. After the transition, the speed to go live is faster because the company is using one app service for each website. Plus, the company expects that server costs will be reduced due to the transition.

"As enterprises seek to deliver more relevant and optimized experiences for their customers, and to positively impact conversions, they rely on EPiServer's end-to-end multi-channel selling solution to support standout digital engagement.  Absolut's site – – is an excellent example of standout digital engagement and best practice content marketing," said Bob Egner, vice president of product management and marketing, EPiServer. "The EPiServer Digital Experience Cloud on Azure supports today's agile marketing imperative for fast iteration and innovation. Customers gain geo-redundancy and the ability to support millions of users and transactions with minimal latency, as well as significant cost savings."

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