In a message communicated to the employees at Absolut Company, the company writes that it has chosen to stop exports to Russia. The company’s CEO writes that they do not want to expose employees and partners to “massive criticism”. In the internal message, CEO Stephanie Durroux writes about the relations with Swedish society and the duty one feels towards employees and partners after the criticism. “The reaction in recent days clearly reflects the role that Absolut plays in Swedish society. We understand the importance of these long-term and trusting relationships that we have with our Swedish employees, partners, consumers and Swedish society at large,” writes CEO Stephanie Durroux in the internal communication which TV4 Nyheterna took part in. She further writes about employees and partners that “we cannot expose them to massive criticism in all its forms”, and that the decision has therefore been made to stop exporting the brand to Russia. The turnaround came after a week As recently as April 11, it was reported that the Absolut Company and its owner Pernod Ricard would resume exports to Russia. According to information to TV4 Nyheterna, the company will hold a meeting in the afternoon to provide additional information on how to handle the Russian market. TV4 News seeks Pernod Ricard and Absolut Company for a comment. The text is updated.
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