Milan, October 14. Temperature: -5°. If a new glacial era hit has the city so brutally, it is not new proof of climactic deregulation, but a secondary effect of an Absolut vodka campaign. At the Town House 12, a Design Hotel that will soon open its doors, Absolut will launch Icebar, where everything shall be made of ice from the Torne River. This will be the new fashionable bar for transalpine “trend setters”. The management provides its customers with gloves and parkas so they may enjoy their cocktails concocted by bemuffled barmen and in ice glasses, on seats around glass tables, in the best conditions. And of course the beverages proposed share the eponymous signature: Absolut Wolf Paw (Absolut and lingonberry juice) and Absolut Hot Passion (Absolut Peppar and passion fruit juice).The other major trend springs from the launch of upscale “superpremium” and “ultrapremium” vodkas. Deluxe vodkas for connoisseurs at high prices – between 25 and 40 euros the bottle – that seek the same status of single malts and cognacs. In order to attain perfect purity, this alcohol is carefully filtered and undergoes up to five distillations. The procedure relies on hundred- year-old traditions. The raw product from which these vodkas are produced – wheat, potatoes, etc.- are, of course, top quality. But as for whisky, it is the water that makes the difference, both the marketing and gustatory difference. Traditionally crafted, Zyr Vodka, made from wheat and rye, gets its flavour from water drawn from 150 metres underground. Magadanskaya Vodka, made from grain and potatoes and water drawn from the Siberian mountains, also takes advantage of its history since, introduced by Stalin, it served for a toast between Truman, Churchill and the Russian ruler at a conference in Potsdam. Absolut could not be outdone in confirming its leadership...