The Absolut Group’s Post

“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

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.

Malibu unlocks “Vacation You” with new campaign What if your summer mindset could be made accessible anytime, anywhere? With their new program Vacation You, Malibu wants to bring vacation closer to home and unlock your inner vacation-self. In order to enjoy a vacation without leaving town, the Vacation You program will let city-dwellers transport themselves to paradise anytime by offering Malibu cabanas in multiple cities across the US. All you need to do is book your Malibu daycation through ResortPass and pack your summer-style essentials in the exclusive LSPACE x Malibu tote bag. The unofficial queen of summer, Paige DeSorbo, with her vibrant energy and love of lounging year-round, is the program’s natural ambassador and has tailor-made a Malibu Paige Breeze cocktail that will offer an instant sip of vacation. We had a quick chat with Saragh Killeen, Brand Director Marketing, Malibu & Kahlúa at Pernod Ricard USA, to learn how Malibu is bringing vacation home and extending summer this year. Read the interview here: https://lnkd.in/gVS-JGVD #Malibu #LSPACE #Vacation #Campaign

A day when all employees stop work to take action   Responsib’All Day is an essential date in the Pernod Ricard calendar. For one whole day each year, all employees log off and take action in the field to promote sustainability and responsibility.    This year’s theme is “CIRCULAR MAKING” and the importance of eliminating waste. To support this cause, employees at all of Pernod Ricard’s affiliates across the globe carry out several initiatives.   Our employees in Stockholm had an action-packed day yesterday. It started with an inspiring presentation by David Katz, the founder of Plastic Bank, an organisation that has a long-standing partnership with Malibu and provides communities with a secure income, social benefits, and financial inclusion in exchange for discarded plastic.   The day continued with several activities everyone could choose from and participate in. Many decided to support Hands 2 Ocean and their volunteer divers in collecting waste from the ocean bed in central Stockholm.    In addition, they could also choose between learning about different methods to overcome food waste through a collaboration between Sopköket and Ardagh, about sustainable clothes recycling thanks to Artikel2, or enrolling in Bar World of Tomorrow, where our bartenders Rico and Jens demonstrated how to mix both creative and sustainable drinks at home. Thanks SOPKÖKET - för den goda s(m)akens skull, Ardagh Group, Hands2Ocean and Artikel2 (tidigare Emmaus Stockholm).

Absolut recently had the opportunity to engage with over 50 farmers and agricultural experts during a field trip to one of the farms that provide winter wheat for vodka production. During the visit, Lovisero Farm —part of the group we call Absolut Farmers— showcased easy-to-implement actions related to increased biodiversity, efficient use of nutrition, and crop protection for other farms within Absolut’s Wheat Sustainability Program. The idea behind the Absolut Farmers initiative is simple but important: to spark curiosity and inspiration about regenerative farming methods among the farms that are part of Absolut’s Wheat Sustainability Programme. #Biodiversity #Absolut #Farmers #Wheat