SKYY Vodka is rolling out a new marketing campaign, West of Expected, that “rethinks and upgrades the perfect”. The new effort, developed by San Francisco-based agency Venables Bell & Partners, is centered around the idea that nightlife conventions should be rethought with a fresh and bold voice. Transformation and challenging conventions is in the brand’s DNA, but with this SKYY always tries to avoid boring, mentoring approaches—these two distinctive features are reflected in the new effort.

Absolut is about to draw the map of the whole world with flavours as soon as poossible—the pace it keeps to add new vodkas to the “geography” portfolio signals about it. The iconic alcohol brand has unveiled Absolut Texas, which is the first-ever only state-inspired flavor and the latest addition to the range of U.S.-inspired vodkas. The launch of the bottle, dedicated to the “lone star state,” follows the release of Absolut Australia last week.

Absolut’s world map has been recently extended with the launch of the new “geo-centric” bottle created in collaboration with the recognized film director Baz Luhrmann, born in Australia. The new edition, Absolut Oz, pays tribute to the home land of this cinema guru. It is also the first bottle in the range inspired by iconic global destinations that celebrates Australia.

In early 2013, Absolut teamed up with Threadless users for a crowdsourcing contest to develop a new limited-edition bottle for the latest city-inspired flavor, Absolut Chicago. Now, the brand is unveiling the results of the collaboration—an artwork created by Ross Bruggink, 26, reflects the city’s architecture and culture symbols that make Chicago a modern classic.

Smirnoff presents a revolutionary project, Mindtunes, that marks a new level of relationship between music and people. The vodka brand, English music producer DJ Fresh and neurotechnology expert Julien Castet have teamed up to let three physically disabled music fans compose a track with their brain only, and without any regular musical sound-making devices.