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ABSOLUT and cutting edge artists create multi-dimensional drinks and music experience in global digital initiative

Press release   •   Mar 12, 2012 10:49 UTC

On Facebook, consumers will be able to enjoy exclusive content and make their own remixes of the ABSOLUT cocktail themes created by Swedish House Mafia and other selected artists. From entertaining at home to hitting the clubs, the world’s most iconic vodka proves once and for all that nightlife begins when cocktails and music come together.

The multi-sensory cocktail experience is the latest addition to a repertoire of more than 30 years of creative collaborations between ABSOLUT and leading artists in music, art and fashion, such as the recent works by Spike Jonze, Cee-Lo Green and Jay-Z, as well as previous works by Andy Warhol, Herb Ritts and Keith Haring.

“We’re adding music to mixology, and making hit tracks to go with our hit cocktails,” says Jonas Tåhlin, Vice President Global Marketing at The Absolut Company. “We always expect our consumers to remember the taste of a perfect cocktail. Now they are going to remember what it sounds like.”

The exclusive content, available on Facebook, is the direct result of creative collaborations that bring together exceptional cocktails and cutting edge music artists. Swedish House Mafia is headlining the global initiative with the brand new “Greyhound” – a dance-driven theme in­spired by the refreshing ABSOLUT GREYHOUND. “Greyhound” races out of the traps and runs for about three minutes, and can be described as intensely rhythmic and powerful house music.

ABSOLUT has also commissioned Swedish electronic pop band Little Dragon and alternative pop artist Dan Black from theUKto pen tracks over the coming months inspired by other delicious ABSOLUT cocktails. The artists’ different backgrounds are a natural reflection of the ABSOLUT Swedish heritage and global outlook, resulting in a mix of music styles. The goal – to echo, in sound, the mood of exquisite drinks – draws attention to the fact that a perfect cocktail experience involves all our senses.

No one knows more about creating a mind-blowing experience than Swedish House Mafia. “To us, the key to a great show is the fans,” says DJ Steve Angello. Axwell agrees: “It’s all about the fans and how they react to the music. That’s what determines how and what we play during our shows.” Sebastian Ingrosso picks up the theme: “Like when we played “Greyhound” for the first time, it was in front of 20,000 fans at Madison Square Garden, and the reaction was amazing! It gave us goose bumps.”

“As the Swedish House Mafia, it made complete sense to us to work with such an iconic Swedish brand as ABSOLUT.  The resulting track 'Greyhound' for us is the perfect fit,” Steve Angello concludes.

“ABSOLUT VODKA and Swedish House Mafia are brands that have a lot in common: creativity, nightlife and a Swedish heritage mixed with global reach and recognition. And they meet in an epic interpretation of a classic cocktail – ABSOLUT GREYHOUND,” says Jonas Tåhlin. 

ABSOLUT GREYHOUND
1 part ABSOLUT VODKA      
3 parts pink grapefruit juice 
Build over ice in a rocks glass. Garnish with a grapefruit wedge.

For more information and materials, please visit www.media.absolutcompany.com

Paula Eriksson, VP Corporate Communications, The Absolut Company, +46 (0)70 190 12 07, paula.eriksson@pernod-ricard.com

Elin Wibell, Manager Corporate Communications, The Absolut Company, +46 (0)70 190 10 41, elin.wibell@pernod-ricard.com

 

The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of ABSOLUT VODKA, Malibu, Kahlúa, Wyborowa, Luksusowa and Frïs. ABSOLUT VODKA is the world’s fourth largest premium spirits brand. Every bottle of ABSOLUT VODKA is produced in Åhus in southern Sweden. MALIBU is the number one coconut-flavoured rum in the world, sold in more than 150 countries. KAHLÚA coffee liqueur is the world leader in its category. As of July 2008, The Absolut Company is a company within the Pernod Ricard group, which holds one of the most prestigious brand portfolios in the sector. The head office is located in Stockholm, Sweden.

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