The Absolut Group

Absolut and Tomorrowland team up to foster social connection You can be in a crowd of thousands of people but still feel lonely and isolated because you are not connected. Absolut and Tomorrowland’s partnership (now in its sixth year) seeks to address the growing problem of loneliness at this year’s music festival by providing a sense of belonging as part of its United We Dance platform. The bold initiative will offer both onsite and online activities from podcasts to daily speed networking events to help facilitate cross-cultural exchange and to help solo festivalgoers the opportunity to connect. Learn more about the initiative in this interview with Annika Skohg - Senior Brand Manager – Experiences – in the Absolut Vodka marketing team, who is heading up the partnership program together with her friends at Tomorrowland. https://lnkd.in/dBTMNKgi

Absolut’s New Collab with Paris Hilton Celebrates the Iconic Cosmo    Absolut and the artist and businesswoman Paris Hilton have launched a new drinkware line to bring back the classic Cosmopolitan to the spotlight. We talked with Matt Foley, VP of Marketing, to learn more about the initiative.   What inspired you to do this exciting Absolut x Paris Hilton Cosmo Collection?   – We created the Absolut x Paris Hilton Cosmo Collection to celebrate the iconic Cosmo and bring it back into its well-deserved spotlight. The collaboration is rooted in Absolut’s ongoing partnership with Paris and aims to elevate everyday happy hours and create celebrations centered around the Cosmo this summer. How did the partnership with Paris Hilton and her next-gen media company, 11:11, come about? And why are Absolut and Paris Hilton the perfect match?   – The partnership has been a natural extension of our shared vision for creativity and innovation. Paris’ entrepreneurial and artistic spirit aligns perfectly with Absolut’s commitment to bringing people together to mix identities, ideas and cocktails. Last year, Absolut sponsored Paris’ first live show “Icons Only” and has since continued to show up through personal and professional events. We both value authenticity, inclusivity and the power of celebrating what makes each of us unique. The Absolut Cosmo is an iconic drink that originated in the ‘80s. How has this drink evolved, and how influential is that cocktail today?   – The modern-day Absolut Cosmo stemmed from Toby Cecchini in the ‘80s, who set out to create a new crowd-pleasing cocktail for his swanky clientele at The Odeon in New York City. The cocktail continued to grow throughout the ‘90s and early 2000s after multiple pop culture and media features, gaining popularity amongst iconic celebrities and influencers like Paris Hilton. Today, the Cosmo remains influential due to its versatility and can be enjoyed with different Absolut flavors like Wild Berri and Watermelon while retaining the classic charm with Absolut Citron.    Could you describe the perfect setting for enjoying an Absolut Cosmo using the new merchandise?   – The perfect setting for enjoying an Absolut Cosmo using the new Absolut x Paris Hilton Collection could be anything from a sunset rooftop gathering to a casual backyard barbecue. The new drinkware collection is a special way for friends and family to enjoy their Cosmos in style. The hand-blown martini glasses elevate the experience, and the insulated cocktail shaker ensures perfectly chilled drinks throughout the evening.    Will we see similar partnerships with other big trendsetters soon?   – Absolut is always exploring exciting collaborations with trendsetters, like Paris, who are authentic fans of the brand. This successful partnership with Paris sets a high standard and we look forward to our ongoing collaboration as Paris gets ready to release her new album this fall.

Introducing the ‘Piña Oatlada’! Malibu is pushing the boundaries of creativity once again, joining forces with the world’s original and largest oat drink company, Oatly to launch the ‘Piña Oatlada’. Tapping into Gen Z’s growing demand for mindful indulgence, Malibu and Oatly are redefining the taste of this summer with a dairy-free piña colada-flavoured soft-serve, with a touch of alcohol at 1.5% ABV.   As a brand, Malibu has always looked to bring out the spirit of summer by enabling good times – something our research has shown we’re all in serious need of right now! Our delicious new Piña Oatlada combines two great-tasting brands to create the ultimate taste of the season, it’s the perfect way to unplug and enjoy the summer!   To mark the launch, a cement mixing truck mixing ice cream will be driving through London before parking up in front of a pop-up bar called Paradise Arches in Shoreditch. Activations across Europe including popular music and summer festivals will follow soon! More info: https://lnkd.in/d_EPQzBf #DoWhateverTastesGood #Malibu

“Warhol will forever be linked with Absolut” To coincide with the launch of the Absolut Warhol ‘blue’ limited edition bottle, we caught up with Michael Dayton Hermann of The Andy Warhol Foundation for the Visual Arts for a chat to hear his views on Warhol, the Foundation’s work and its collaboration with Absolut. An artist in his own right, Michael has been with the foundation for more than two decades and has written a book on the iconic artist, so he has more than an insight or two worth knowing…   Read the interview here: https://lnkd.in/dah58bnp #absolutvodka #borntomix #spritmuseum #andywarholfoundation

Malfy Gin x Missoni Collab Celebrates Italian Essence Malfy Gin and the luxury fashion maison Missoni proudly present an exclusive limited-edition bottle of Malfy Gin Rosa. In its first ever global collaboration, Malfy Gin's super-premium spirits expertise merges with Missoni's iconic design and shared Italian DNA. The result is an exclusive limited-edition product that embodies Italian culture, joy, style, and vibrancy. We chatted with Malfy Gin’s own Marie-Eve Poget, Global Marketing Manager, to find out more about this exciting launch. How did this exciting collaboration with Missoni come about?   – Malfy Gin is a nascent brand, we’ve seen some great successes over the last couple of years and in order to continue this growth trajectory we delved into the lives of our consumers and really investigated their passion points, one of the most prevalent being fashion. This led us to look for a collaboration with an Italian fashion brand with shared values and vibrant aesthetics, that would enable us to accelerate brand equity and entice our audience. With its iconic zig-zag and colourful designs, Missoni is a true match made in heaven, we truly share the same DNA and know that this is the perfect collaboration for our audience who are looking to impress with effortless style.   Can you describe the products you have developed at Malfy Gin and Missoni and how you will market them?   – At the heart of this collaboration is an exclusive Malfy x Missoni Gin Rosa limited edition, bespoke luxury gifting for press and influencers, luxury glassware all brought through life through a fully integrated campaign. The Malfy x Missoni exclusive limited-edition bottle will be available in Italy, the UK, Greece, and global travel retail from July 2024.   What has the design process been like for making these colourful products?   – We worked together with Alberto Caliri, Missoni Home Creative Director and our partner agencies to create something that transcends the ordinary and transports our audience into a world where the sun never sets. It combines the creative expertise of an Italian distillery and a fashion atelier, resulting in a bottle draped in Missoni’s iconic zigzag print, Amalfi sunset gradient with Missoni’s silver touches and Malfy’s iconic turquoise accent. What has been the most rewarding part of this collaboration for both Malfy Gin and Missoni? Are there any plans for a continued partnership? – I am extremely proud that we have brought this collaboration with Missoni to life in just over six months. It has been a very rewarding and insightful experience in the world of fashion. It is just the start of an 18-month collaboration, with more to come at Milan Fashion and Design Week and another exclusive limited edition next year. So, stay tuned!

Absolut launches Warhol-inspired limited-edition bottle Absolut has released a limited-edition bottle to celebrate the rediscovery of the Warhol ‘Absolut Blue’ painting and to champion inclusivity. Launching today, exclusively in global travel retail, the striking new bottle brings the rediscovered ‘blue’ painting to life using very techniques Warhol used 40 years ago when Absolut first worked with the iconic American artist.   Debasree Dasgupta, VP Global Marketing Absolut Vodka, said: “We are thrilled to collaborate with The Andy Warhol Foundation to reintroduce this timeless Absolut Warhol artwork to the public. Embracing our values of inclusivity and a commitment to fostering a culture of boundless creative expression, we aim to unite diverse voices and spark meaningful conversations to inspire positive change through the transformative power of art.”   The limited-edition bottle will be available in the world’s busiest airports for two months from 1 July before being rolled out across 50 markets worldwide. The painting will be unveiled to the public at Stockholm’s Spritmuseum on 17 October 2024.   #absolutvodka #borntomix #absolut #spritmuseum #andywarholfoundation

Collaborations are similar to dating - according to Absolut Vodka’s Head of Culture and Brand Partnerships Partnering with renowned artists, musicians, fashion designers, and exclusive brands has been a cornerstone of Absolut’s brand strategy for over 40 years. Today, Maxime H., Global Head of Culture and Brand Partnerships at Absolut Vodka, oversees these types of collaborations. We spoke with him about the crucial role that culture and relevance play in a brand’s success, and how Absolut’s cultural strategy is evolving. Maxime’s guiding principle is to look to Absolut’s DNA - the legacy built by his predecessors over decades - and adapt it for today and beyond. Absolut was one of the first brands to understand the power of cultural influencers in extending a brand’s reach beyond its target audience to become part of new consumers' cultural moments. According to Maxime, that remains the main objective: “We need to reconnect with our audience by constantly thinking about who our like-minded people are today. For example, who is the Jean-Paul Gaultier of now?” A key aspect of Maxime’s goal is to sharpen the strategy to ensure that initiatives reflect Absolut’s vision under the tagline ‘Born to Mix’: “Born to Mix is the fluidity of mind, of thinking and identities. We needed to hone the strategy to make sure that initiatives reflect this vision of inclusivity and diversity but in a much more modern way. We want to partner with like-minded brands and push this agenda as much as we can.” Read the full interview here: https://lnkd.in/d88RyAXX #Absolut #BornToMix #Collaborations #Brand #Partnerships

KINOBI builds carbon-neutral distillery   Our ultra-premium Japanese gin KI NO BI is considered a favourite among gin connoisseurs worldwide. In fact, its popularity has grown so much over the last few years that a new distillery in Kyoto is needed to meet the increased demand.   Set to open in the autumn of 2025, the new Kyoto Distillery will increase production capacity by at least five times. Additionally, it will use a highly efficient boiler, powered by electricity using only renewable sources, to continue to make one of the world’s most exclusive gins.    On June 24th, a traditional Japanese ground-breaking ceremony was held at the new site, with a Shinto Shrine master blessing the ground to ensure smooth construction and the distillery's future prosperity.   The ceremony was attended by Kyoto Distillery employees, as well as local government officials, key business partners, and representatives from The Absolut Group. #KINOBI #Kyoto #distillery #gin #carbonneutral

Do you know when to Call It A Night? Absolut’s latest responsible drinking campaign is designed to set a tone of safety, respect, and personal accountability on nights out. Bringing awareness to the significant drawbacks of drinking too much, ‘Call It A Night’ hones in on knowing your limits and when to draw the line to ensure responsible mixing. The campaign features a series of online content that encourages reflection and responsibility. In addition, this message will take over displays at Clapham Common tube station, situated in the nightlife hub of London, to remind party-goers of their personal role in fostering inclusive and safe environments. Remember, drinking responsibly and having fun are not mutually exclusive. Each of us has a personal role in fostering inclusive environments where everyone can drink and mix safely. Taking a step back and switching to water before your limit is reached is always a good idea. #Absolut #CallItANight #ResponsibleDrinking

Creating Les Embruns: Capturing the Essence of Pernod Ricard's Island Spirit   Pernod Ricard recently launched their very own fragrance Les Embruns by Pernod Ricard. It’s an ode to the culture of hospitality, a celebration of the offices and the company’s raison d'être “Créateurs de convivialité” We spoke to Emilie Martin of The Island, the Parisian Headquarters of Pernod Ricard, to find out the story behind the scent.     Can you tell us what kind of scent Les Embruns by Pernod Ricard is and what inspired you to produce this fragrance?   – Les Embruns by Pernod Ricard is a salty mist of the Mediterranean mixed with the aromas of thyme, laurel and anise from the garrigue, blending with the island’s wildflowers such as Mediterranean strawflower and jasmine. It’s a fresh, captivating fragrance reminiscent of a stroll by the sea on a breezy Mistral Day. The inspiration to create this fragrance was to pay tribute to the Paul Ricard islands, Les Embiez and Bendor located in southern France, and the Provençal way of life. Paul Ricard used to say, "What’s better than an island for dreaming?”. We wanted to embody that spirit to life with the launch of Les Embruns by Pernod Ricard. Why create a signature scent for Pernod Ricard? – At Pernod Ricard, olfactory identity is central, whether through our spirits, the wood in our distilleries, or the scent of the flowers we harvest. We have decided to continue stimulating our sense of smell by creating an olfactory signature to celebrate our offices and our raison d’être, ‘Créateurs de convivialité’. Pernod Ricard's culture and values are extremely strong. So, we wanted our brand image to be reflected through the five senses and to take on another dimension through the sense of smell.   What has the working process been like for making this product, and what have you learned along the way?   – It has been a collaborative creation process. I met Magali Fleurquin Bonnard, the founder of Rose et Marius, at The Island office over two years ago. She was immediately inspired when I told her about the project to create an olfactory signature for Pernod Ricard!  In fact, Magali created Rose et Marius in 2012, Provence’s first high-end perfume brand, to share memories of her childhood with her grandmother, Rose. In May 2023, we involved 80 employees in workshops to choose their favourite fragrances from a panel selected by Magali based on the inspiration brief on the Paul Ricard islands. Our employees have been particularly enthusiastic and proud to participate in creating our signature scent; they are now our best ambassadors.