Celebrating Art Basel Miami, ABSOLUT is to roll out a limited edition ABSOLUT Miami with package design created by The Brand Union. The liquor blends passion fruit and orange blossoms, debuts on December 8 and will be presented during Art Basel events in Wynwood that will be followed by a three-month promotional tour throughout the region.
Photo: ABSOLUT Miami logo and bottle
The product will be available in retail on New Year’s Day and will remain in shelves until at least the spring. The drink’s ad campaign features a tagline: Dusk Till Dawn, just like how the Magic City rocks. In South Florida’s image-based nightlife subculture, vodka is the drink of choice for the velvet-rope VIPers, says Miami Herald. ABSOLUT’s iconic approach to its bottles and experiments with tastes is just in the right place and time.
Recently, the brand has celebrated the coming of holiday season in the UK by setting a series of music events and rolling out the ABSOLUT White.
“Miami is a very creative, very vibrant and forward-looking city,” said Maxime Kouchnir, ABSOLUT’s vice president of marketing. “It’s an absolutely perfect match with ABSOLUT.”
In addition, ABSOLUT rolls out a series of pop-up parties during Art Basel and beyond. Pop artist Mr. Brainwash (Thierry Guetta) helps by using the traveling bar as a canvas. The portable gallery features original Mr. Brainwash work, along with pieces of previous ABSOLUT contributors and artists Daniel Fila and Ceron. The installation will appear at the Fontainebleau hotel next month and at Ultra Music Festival.
Another ABSOLUT’s project for this holiday season includes a collaboration with I.T Hysan, a Hong Kong trendsetting fashion boutique, which results in a ABOLUTx I.T Boxset. The limited-edition number of wooden cases mix the spirits with black and white leather cases for each bottle. The product is available starting December 5, at I.T Hysan for $89.