ABSOLUT Vodka, the iconic alcohol brand deeply involved into creative movement (focusing on visual art—its numerous themed projects prove it), also collaborates with music talents on short documentaries, celebrating the performers and their achievements. In March 2010, the brand teamed up with Jay-Z to release a 14-minute documentary about the musician’s life and work (the video also featured footage from a concert at Madison Square Garden), and now it’s announcing another two-part film starring rapper and record producer Cee Lo Green—the first chapter of their work titled ‘Cee Lo Distilled’ will appear on the brand’s Facebook page on June 27.

New event 5 Days La Roma within 365 days project by The ABSOLUT Company took place in Mexico City, May 2428, 2011. 365 days is a continuous initiative where ABSOLUT explores creativity in the most interesting places of the world getting international artists to take part in it. The last year it was 30 Days New York. This time there were two hotspotsMexico City and its art scene. La Roma, the artistic area of the city offers galleries, institutions, architecture and people who contributed to its bohemian but still historical aura.

The sensational new ABSOLUT ORIENT APPLE was launched in Frankfurt on 2 May, 2011. The new product combines the savoury allure and thrill of east and west; it merges the crisp sweetness of fresh apples with the deep spicy aroma of ginger to conjure a unique flavour sensation that will star in a wide range of exciting new drinks and cocktails around the globe throughout the summer of 2011—and far beyond.