Continuing its long-standing reputation as a leader in flavor innovation, ABSOLUT® introduces ABSOLUT® MIAMI – the brand’s sixth limited-edition, city-inspired flavor. Combining citrus flavors reminiscent of the Sunshine State – passion fruit and orange blossom – ABSOLUT MIAMI will be available at bars, restaurants, nightclubs and retailers across the country beginning on January 1, 2012.
“Miami is a city known for its progressive and eccentric take on the creative process – from its legendary nightlife scene to neon street art and globally renowned concert series and gallery shows,” said Maxime Kouchnir, Vice President of Marketing for ABSOLUT. “As the world’s most iconic vodka, we’re excited to be honoring a city that has had such a profound impact on the pop culture conversation and look forward to celebrating with a perfect passion fruit and orange blossom cocktail in hand.”
The ABSOLUT MIAMI bottle design features bright, playful images of palm trees, flamingos, music tunes and martini glasses representative of Miami’s non-stop pulse. ABSOLUT MIAMI’s credo “From Dusk Till Dawn” represents the energy of Miami and the city’s seamless transitions from the beach day to the nightlife.
Beginning in January, ABSOLUT MIAMI will play host to a variety of exceptional events and artistic experiences throughout the city that will allow all Miamians to join in the celebration, “from dusk till dawn.” Paying homage to the city’s artistic legacy, ABSOLUT will also be supporting the Arts & Entertainment Council in the coming months with a donation of $50,000. To support the launch, the brand will utilize a variety of media to spread the “Miami” message – large-format out-of-home units; targeted street furniture; bus and taxi wraps; as well as radio music blocks. These traditional media placements will be augmented by a digital media activation that will drive consumers to an interactive video experience at absolutmiaminight.com, where they will be able to bring various Miami “scenes” to life.
With a series of ingenious flavor combinations, ABSOLUT® has spent the last few years reinforcing its reputation as a leader in cocktail innovation. The newest member in the ABSOLUT family is ABSOLUT GRÄPEVINE – a new vodka that offers the true taste of white grape, balanced with notes of dragon fruit and papaya. ABSOLUT GRÄPEVINE will be available in bars, nightclubs and retail nationwide beginning in January 2012.
“ABSOLUT GRÄPEVINE makes it easy to create exceptional drinks. The combination of white grape, dragon fruit and papaya makes the flavor so multi-dimensional, that you can make a sophisticated drink just by adding one ingredient. Sometimes the simplest drinks are the best,” says Maxime Kouchnir, VP Marketing Vodka brands, Pernod Ricard USA. “The versatility and unique taste profile of ABSOLUT GRÄPEVINE also makes it interesting for experienced bartenders. It mixes very well with a range of mixers and brings flair to any cocktail.”
ABSOLUT GRÄPEVINE offers the true taste of white grape and papaya, perfectly balanced with the sweetness of dragon fruit. It is made from all-natural ingredients and contains no sugar.
“ABSOLUT has always demonstrated a great passion for innovation and has a successful history as a pioneer within the flavored vodka segment. ABSOLUT® PEPPAR and ABSOLUT® CITRON were introduced at a time when no others brands thought of flavored vodka, and thereby helped popularize the Bloody Mary and the Cosmopolitan,” added Kouchnir. “With every new flavor, our ambition is to take the cocktail culture in a new direction and create a new experience unlike any other. We look forward to the range of new classic and contemporary cocktails that will emerge from the launch of ABSOLUT GRÄPEVINE.”
