Press release -


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! 


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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:


Karin Ekroth

Press contact Senior Manager Corporate Communications Corporate Communications +46 (0)70 565 72 84