On the heels of Absolut's iconic foray into the metaverse last year, the brand is breathing exciting new life into the most inclusive Absolut.Land experience with enhanced builds inspired by its "Born To Mix – World of Absolut Cocktails" campaign for users to be their true authentic selves. Opening virtual doors on Friday, April 14th, this one-of-a-kind activation will be bigger and better this year featuring everything from cocktail-themed NFT wearables personifying the diverse characters of Lemonade, Espresso Martini, Cosmo, Bloody Mary and Madras, plus new PRIDE Collection, to interactive "Wild Berri Dance Battle" celebrating Absolut's latest flavor innovation. All against the backdrop of music from the DJ Two Friends jukebox, Absolut's digital mixing ground also houses vending machines to order cocktails straight to your doorstep.
"Whether faced with getting back out there after the pandemic, or a desire to hit the festival circuit but not having that friend who feels the same, Absolut's new connection platform mixes diverse personalities over a shared love of music, culture and cocktails, in a way like never before," said Matt Foley, Vice President of Marketing, Absolut. "We see how 'phygital' marketing experiences foster new connections and bring people together, which is why Absolut has further invested in Coachella to create an all-around inclusive experience."
By partnering with Hey! VINA, known as the Tinder for (girl) friendships, the brands come together to help aspiring festival goers meet their new best friend (or festie bestie!) at the ultimate mixing ground with just one swipe. With the Find Your BFF swipe and match function, consumers will have the opportunity to meet up with VINA besties IRL, in a takeover specifically designed for new Coachella friends, as well as in the metaverse. The partnership also includes a quiz that allows users to match with like-minded festival friends, even providing the chance to win tickets for weekend two.
"Coachella is where so many new friendships are made and thanks to Absolut and the new 'Best Festival Friend' in-app experience, we're helping people get ahead of that by matching with friends before the festival," says Olivia June, Founder and CEO, VINA. "Our main goal at VINA is to empower people to build community everywhere, and we couldn't be more excited to leverage our algorithm to do just that at the ultimate mixing ground."
Pop culture and cocktail lovers alike can find TV personalities and real-life besties Rachel Recchia and Genevieve Parisi at the festival or cultivating the power of friendship at home with a specialty cocktail kit showcasing Absolut's fun and elevated festival Lemonade serve. Every limited-edition Absolut Festival Bestie Cocktail Kit purchase prompts a second kit be sent to a friend of your choice (21+) and includes custom friendship bracelets from Little Words Project. For those onsite, you'll have the opportunity to enjoy cocktails with Absolut Wild Berri for the first-time before this new flavor of freshly picked blueberries, blackberries and wild strawberries hits shelves in May.
Visit www.heyvina.com/absolut and @absolutus #AbsolutLand to learn more.
Hey! VINA Sweepstakes Rules Disclaimer: No purchase necessary to enter or win. Purchasing a product will not improve your chances of winning. Must be legal resident of the (50) U.S. or D.C., age 21 or older as of date of entry. Registration begins at 12:00a ET on 4/3/2023 and ends at 11:59p ET on 4/16/2023. To enter, and for complete official rules including eligibility, prize details, ARV and questions/comments, visit www.mdmgames.com/AbsolutHeyVina. Odds of winning based upon total number of eligible entries received. No alcoholic beverage is part of any prize award. Void wherever prohibited or restricted by law. Sponsor: Pernod Ricard USA, 250 Park Avenue, New York, NY 10177. |
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NFT Wearables Rules Disclaimer: No purchase necessary to enter or win. Purchasing a product will not improve your chances of winning. Must be legal resident of the (50) U.S. or D.C., age 21 or older as of date of entry. Absolut.Land NFT offer available while supplies last. Registration begins at 12:00a ET on 4/14/2023 and ends at 11:59p ET on 4/30/2023, or immediately following receipt of the first 11 eligible participants who complete the required activities in Absolut.Land to receive an NFT, while supplies last. To enter, and for complete official rules including eligibility, how to participate, and activity and NFT offer details, visit Absolutland.dcl.eth and follow the instructions. NFT award has no cash value. No alcoholic beverage is part of any prize award. Void wherever prohibited or restricted by law. Sponsor: Pernod Ricard, 250 Park Avenue, New York, NY 10177. |
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ABSOLUT®. PRODUCT OF SWEDEN. 40% ALC./VOL. ©2022. 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 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo and Brancott Estate; and such exquisite champagnes and sparkling wines as Perrier-Jouët Champagne, G.H. Mumm Champagne and Mumm Napa sparkling wines.
Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.
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SOURCE Absolut
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