ABSOLUT UNVEILS SUSTAINABILITY INITIATIVE THE GREEN HUSTLE AT ATHENS BAR SHOW 2018

Press Releases   •   Nov 02, 2018 15:59 GMT

bsolut is hustling bars and bartenders to consider the small ways they can be more sustainable with the launch of The Green Hustle. Believing that sustainability is a key principle at the heart of any progressive society, Absolut believe producers just like itself have a duty to act responsibly and sustainably.

Inviting everyone across the globe to get involved, The Green Hustle encourages fun and easy hacks around better practices and a better drinks industry, to create a healthier planet. When we do things the Green Hustle way, we can make twice as many delicious drinks from re-used ingredients, end single use ingredients and foraging – without compromising on taste or quality, whilst helping to save money and the planet. Because small acts can make a big impact!

Officially unveiled at this year’s Athens Bar Show, attending guests will be educated via a packed itinerary of Absolut seminars and workshops on creative ways to reuse organic waste, how to make ice stretch further and the ways bars around the world can link up with local green initiatives to create urban gardens. Anti-waste punk pop up Trash Tiki and Svartklubb By Fäviken bartender Hampus Thunholm, will also be talking about other small ways to make the drinks industry more sustainable. Prior to the show, Absolut will send a ‘Hustle Buggy’ around the city to collect discarded limes, lemons and grapefruits for demonstrations showing the easy ways to extend the fruit’s lifecycle and create drinks at the bar from these collected fruits. To close the loop on waste, a local organisation will take care of the organic waste and make a compost for their garden just outside of Athens city. Additionally, Global Advocacy Marketing Manager Bex Almqvist and Global Brand Ambassador Rico Dynan will talk about how all the ways Absolut has become the most energy efficient distillery in the world.

Global Advocacy Marketing Manager for Absolut, Bex Almqvist comments: “The Green Hustle is all about inspiring bartenders to get involved in applying easily implementable hacks within their bars that are both beneficial to the environment, our industry and their bottom line. The program is fun and engaging because it was created by bartenders for bartenders with the objective of instigating change. Sustainability can be an overwhelming topic, but we hope The Green Hustle will make it less daunting and more accessible for everyone – the smallest act can make a big impact and you can have fun and be inventive along the way.”

Driven by a passion for progression in an industry where it can make a difference, The Green Hustle marks yet another initiative Absolut is pioneering to minimise its impact on the environment. Absolut is one of the most energy-efficient distilleries’ in the world*. Its distillery is completely C02 neutral, and it uses 70% less energy to distil a litre of alcohol than the average distillery.

To help bartenders and bar owners worldwide get on board and do their bit, Absolut will introduce a collaborative, open-source online resource and forum filled with inspiring ideas, shout-outs, facts, recipes and downloadable assets. To learn more and take part, Absolut will be launching The Green Hustle digital platform next week. Happy hustling! 

The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, Malibu, Kahlúa and Our/Vodka. Absolut Vodka is the world’s fifth largest spirits brand. Every bottle of Absolut Vodka comes from one source, Åhus in southern Sweden. Malibu is the number one rum-based coconut spirit in the world, sold in more than 150 countries. Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. Chairman and CEO is Anna Malmhake. The Absolut Company is a part of Pernod Ricard, which holds one of the most prestigious brand portfolios in the sector.

Bex Almqvist

Bex Almqvist is a renowned bar and spirits industry figure with over eighteen years in the business. She spent 10 years in the London bar scene, working in various cocktail bars and most notably managing the award-winning and world famous Lonsdale Bar in Notting Hill. The Lonsdale housed some of the best bartenders of our time and Bex was lucky to have learnt from great characters such as Henry Besant, Charles Vexenant and Dre Masso. During this time she enjoyed much success in the cocktail competition scene and would possibly be most proud of winning 2008’s It’s a Reematch Beeyatch. In 2009 she joined Absolut Vodka and since then has travelled all over the world training thousands of bartenders and enjoying a few vodka cocktails along the way. Today she lives in Stockholm and works as a Global Marketing Manager at Absolut Vodka in the Brand Advocacy and Trade Experience team.

Rico Dynan

Rico has been mixing drinks for over 18 years and made his name working for the Jake Burger emporium, such as the Portobello Star, Jake’s Bar and Still Room. Rico started with Absolut in 2014 and as the Global Brand Ambassador he brings a wealth of experience of our industry and can’t wait to share the Absolut story worldwide.

The Athens Bar Show

Athens Bar Show is a 2 day event being held from 6th November to 7th November 2018 at the Technopolis in Athens, Greece. This event is an educational fair for bartenders & bar professionals, hosted by Bar Academy.

For more information: https://www.athensbarshow.gr/gr/el/

The global bartender movement is set to change the way the industry operates for the better

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Absolut Home launches its own unique bottle – Absolut Åhus

Press Releases   •   Jul 25, 2018 08:31 GMT

​In connection with the opening of Absolut Vodka's new visitor center, Absolut Home, the leading global vodka company is introducing a striking new, bottle - Absolut Åhus, designed by the Swedish artist Ola Kalnins.

Blush easily? Absolut employees bare all to show it really is 'the Vodka with Nothing to Hide'

Press Releases   •   Feb 06, 2018 08:43 GMT

Absolut's new film leads the way for transparency in the most revealing way possible. From each seed to every bottle, Absolut's journey is laid bare for all to see - viewer discretion advised!

Absolut Vodka at ADE Green - Sustainable nightlife in focus

Press Releases   •   Oct 18, 2017 07:12 GMT

For the fourth year, ADE Green presented by Absolut Vodka brings the most important thinkers and visionaries in the fields of innovation, sustainability and social change, together with the electronic music community. The aim of the event is to exchange ideas, inspire each other and create opportunities for collaborations in order to rejuvenate the sector.

- Being enablers of this conversation, we see this as a way to take responsibility not only for how our vodka is produced and transported but also for how consumer behave once the bottles leave our shores. In this conference, there will be a lot of focus on circularity, how to minimize waste and resource consumption in events, and nightclubs says Georgia McDonnell-Adams at Global Experiences Manager Absolut Vodka.

Following the concept ’One source’, all Absolut Vodka is produced in the small city Åhus in southern Sweden, from locally sourced raw materials. All wheat comes from within a 100 km radius, the water is pumped from a local groundwater aquifer, and the iconic glass bottle is produced at the nearest glassworks. All transports from Åhus within Sweden runs on fossil-free fuels.

- We have put a lot of effort in our production, to minimize the use of energy and raw materials, aiming at circularity. We are proud of our work so far, but now it’s time to learn how others are finding ways to minimize their footprint at the user-stage. We need to begin to think how we can influence for a better tomorrow beyond vodka production says Georgia McDonnell-Adams.

Absolut Vodka will be actively hosting two panels; one with focus on more sustainable ways of serving drinks featuring the team from Mr Lyan (UK), and one with focus on the LGBTQI community discussing social change and the need to create safe places at events and nightclubs.

- The LGBTQI community have been such strong adocates of Absolut, they are so influentialand important to the vibrancy of nightlife. Unfortunately we live at a time where many are reverting back to feeling insecure, and as an industry we need to work to create and maintain safe places to socialize. Otherwise, we might find ourselves in a situation where people are afraid to go out, to socialize and meet other people. I don’t want to live in a society like that. We all have a responsibility for creating a better future, says Georgia McDonnell-Adams.

About ADE and ADE Green:

ADE consists of a conference (day), festival (night) and playground (day & night) program, for five days and nights, with events in around 160 locations.

ADE Green will take place on Wednesday 18 October, 2017 from 10:00 to 17:30 at the DeLaMar Theater in Amsterdam. The conference focus on sustainability, innovation and social change, and aims at answering questions around circularity, waste and climate footprint, but also issues around equality and empowerment. 

The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, Malibu, Kahlúa and Our/Vodka. Absolut Vodka is the world’s fifth largest spirits brand. Every bottle of Absolut Vodka comes from one source, Åhus in southern Sweden. Malibu is the number one rum-based coconut spirit in the world, sold in more than 150 countries. Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. Chairman and CEO is Anna Malmhake. The Absolut Company is a part of Pernod Ricard, which holds one of the most prestigious brand portfolios in the sector.

Opportunities for a sustainable nightlife, culture and events will be in focus during the ADE-Green festival in Amsterdam, on Oct 18. The conference is part of a larger event – the ADE, bringing together electronic artists, DJ:s, bartenders and other representatives of nightlife and events. Absolut Vodka is presenting partner of the full event and is taking an active part in panels in ADE-Green.

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Absolut: The Vodka with Nothing to Hide

Press Releases   •   Oct 10, 2017 10:57 GMT

Absolut celebrates the power of creativity in new global ‘Create A Better Tomorrow, Tonight’ campaign

Press Releases   •   Sep 14, 2017 12:00 GMT

New platform designed to celebrate creativity and push for equality worldwide Campaign launched with ‘One Night’ film with Oscar-winning cinematographer Absolut also partners with five artists on global OOH/print/social campaign

Best Bartender Team in the World Crowned at Absolut Invite

Press Releases   •   Jun 29, 2017 14:23 GMT

The world’s leading bartender teams just finished competing to determine which of them are the best team in the world. The finals of Absolut Invite, the premiere international competition for bartender teams, saw seventeen teams from sixteen countries battle it out in knowledge, skills, speed and creative drink mixing.

New Job Opening at Absolut: ”Billion Dollar Nose” and Master Sensory Designer

Press Releases   •   Jan 25, 2017 13:59 GMT

Some job descriptions are more unique than others and this is certainly true for the new job opening at The Absolut Company. Since Per Hermansson, the Master Sensory Designer and Strategist known as the "Billion Dollar Nose" will retire this spring, the company has begun searching for his replacement.

MEET ABSOLUT VODKAS WATER BOY

Press Releases   •   Sep 02, 2016 08:51 GMT

Tom Roberts runs the Social Impact division at Absolut Elyx. For Tom and Elyx, that purpose is transforming the vodka category, and doing something to mitigate the global water crisis. Absolut has partnered with the organisation Water For People to reduce that number by 100,000 over the next five years

Which is the world’s Absolut best bar team?

Press Releases   •   Jun 10, 2016 12:20 GMT

For the last couple of months, The Absolut Company has sought with light and torch for the world’s best bar team, in the first edition of Absolut Invite – Team Edition. Only the very best teams have qualified for the four-day final that begins on 11th of June in Åhus, the hometown of The Absolut Company. The winning team will be announced during festivities in Stockholm on 14th of June.

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About The Absolut Company

The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, Malibu, Kahlúa and Our/Vodka. Absolut Vodka is the world’s fifth largest spirits brand. Every bottle of Absolut Vodka comes from one source, Åhus in southern Sweden. Malibu is the number one rum-based coconut spirit in the world, sold in more than 150 countries. Kahlúa coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. Chairman and CEO is Anna Malmhake. The Absolut Company is a part of Pernod Ricard, which holds one of the most prestigious brand portfolios in the sector.

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