Absolut® Infuses New Social Electricity Into Holiday Season; Celebrates Return Of Limited Edition Absolut Electrik Bottle

With Help from Ride-sharing App Lyft, Absolut is Inspiring Riders to Open Up to New Connections and Unexpected Nightlife Experiences

News provided by

Absolut

Nov 10, 2016, 02:41 ET

NEW YORK, Nov. 10, 2016 /PRNewswire/ -- Starting this month, Absolut®, with ride-sharing app Lyft, will help nightlife lovers kick-off the holiday season by bringing together new friends, experiences and social surprises – inspired by the return of its limited edition electric blue bottle, Absolut Electrik.

Cash Cash joins Absolut Vodka to celebrate the return of the electric blue Absolut Electrik limited edition holiday bottle on Nov 4th in NYC

Cash Cash joins Absolut Vodka in NYC on Nov. 4th to celebrate the return of the limited edition Absolut Electrik bottle and the start of the holiday season

Cash Cash sips electric blue Absolut Vodka cocktails to celebrate the return of limited edition holiday bottle - Absolut Electrik - during a performance in NYC on Nov 4th

Cash Cash connects new friends over Absolut Electrik cocktails before a performance in NYC on Nov 4th celebrating the limited edition Absolut Electrik bottle and the brand's partnership with Lyft

Absolut Vodka celebrates the return of the electric blue limited edition Absolut Electrik bottle by inspiring new social electricity this holiday season

Absolut Vodka celebrates the return of the electric blue limited edition Absolut Electrik bottle and infuses the holiday season with new connections and unexpected nightlife experiences

Kicking off in NYC on November 4^th, the partnership aims to infuse a new sense of social electricity into this year's holiday party season – inspiring party-goers, party-throwers and ride-sharers alike to let their guard down and open up to new connections. With Absolut Electrik, a truly epic night starts with the spark that happens when we embrace unexpected connections, and ends with more nightlife inclusivity for all.

"As a brand, we believe nightlife starts when inhibitions end; opening your mind to let the night guide you through new connections and experiences," said Nick Guastaferro, Director of Marketing, Absolut, Pernod Ricard USA. "We're excited to bring this ethos to life through our partnership with Lyft – allowing people, who otherwise may have never met, to come together through an unexpected ride-sharing experience."

Nightlife lovers and Lyft Line riders in six cities across the U.S. have the chance to experience their local nightlife scene in a new way, all while making an effort to get home safely. How? Riders who get picked up in a blue Electrik Lyft car will meet for the first time, and embark on one unforgettable Absolut Night out. Starting with in-car ice-breaking prompts, riders will continue to form social bonds at unique experiences sponsored by Absolut.

"We're always working hard to bring our passengers the best rideshare experience, and a safe night on the town in a custom electric blue Lyft ride is no exception," said Julia Parsons, Director of Partner Marketing, Lyft. "We're excited to amp up people's Lyft Line experience in partnership with Absolut."

In New York City, the kick-off experience allowed select Lyft Line users to come together over social prompts such as, "Would I Ever" questions and games like, "Lip Sync Karaoke." Energized by the new connections made in the custom electric blue cars, riders then celebrated together at a unique event experience, sponsored by Absolut, featuring a private performance by the electronic dance music group Cash Cash.

Consumers in San Francisco, Atlanta, Las Vegas, Los Angeles and Miami are invited to visit Facebook.com/AbsolutUS to learn more about their chance to get picked up in an Electrik Lyft ride, with an experience sponsored by Absolut.

Featuring a stunning electric blue glass bottle, Absolut Electrik is this season's perfect gift or bar accessory – one that's sure to turn heads. While the bottle may be limited edition on the outside, it features the same high-quality Absolut Original vodka on the inside – providing a versatile foundation for mixing the best holiday cocktails. Absolut Electrik is now available nationwide through the holiday season for an MSRP of $19.99 (750ml) and $24.99 (1L).

For more information on Absolut Electrik, along with cocktail recipes and limited edition bottle availability, please visit www.absolut.com.

ENJOY RESPONSIBLY
ABSOLUT® VODKA. Product of Sweden. 40% Alc./Vol. Distilled From Grain. © 2016 Imported by Absolut Spirits Co., New York, NY.

About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, the world's second-largest spirits and wine company. Pernod Ricard employs approximately 18,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index.

The company's leading spirits and wines include such prestigious brands as Absolut® Vodka, Tequila Avión®, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa®, Aberlour Single Malt Scotch, Olmeca Altos™, Beefeater® Gin, Lot No. 40™ and Pike Creek®, Midleton®, Powers®, Redbreast®, Plymouth®, Seagram's® Extra Dry Gin®, Martell® Cognac, Lillet®, Hiram Walker®, Pernod®, Ricard®; and such superior wines as Kenwood Vineyards®, Brancott Estate®, Campo Viejo®, Graffigna® and Jacob's Creek®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

Pernod Ricard USA is based in New York, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and in moderation. For more information, please visit: www.responsibility.org.