The ABSOLUT Vodka portfolio has been extended with a new flavoured variety, ABSOLUT Gräpevine, which comes as another taste experiment of the brand and offers yet more opportunities to bartenders who use the brand’s infused vodkas to create their diverse cocktails. The new offering, which combines the original and distinct taste of white grape and papaya, balanced with the sweet notes of dragon fruit, follows a new city-inspired ABSOLUT Vodka edition, the one dedicated to Miami. Both new offerings were launched in bars, nightclubs and retail across the USA on January 1.
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ABSOLUT Vodka’s advertising usually is soaked in colour and vivid tones, but not this time. The iconic vodka brand this year has launched the ABSOLUT Blank campaign, which included a plethora of art pieces and offered consumers an opportunity to create their own masterpieces, and now it is presenting a unique poster, which is made of shades and light—nothing else.
Christmas season is the time when most people not only exchange gifts and send greetings, but also drink and say cheers. For some of us the second goes above the first, and here the problems begin. To address this, global brands, both alcohol and beverage ones, launch campaigns to promote moderate drinking. Recently, the soft-drink giant Coca-Cola rolled out the new round of its ‘Designated Driver’ initiative, and HEINEKEN started its new promotion of responsible alcohol consumption by launching a new extension of the ‘Open Your World’ global campaign of its flagship beer, Heineken. Under the new theme ‘Sunrise belongs to moderate drinkers’ unveiled this Christmas season, the brand is spreading the message of moderate drinking primarily on the web, via a range of platforms, including Heineken’s YouTube channel, Facebook fan page, Heineken.com and broadcast.
On the heels of the announcement of Facebook and HEINEKEN’s tie up, the flagship beer of the company revealed two festive applications on its fan page in the biggest social media platform (though, the major deal starts on January 1, 2012). The apps, ‘BeerFriender’ and ‘The Heineken Social Christmas Tree’ help people celebrate the winter holiday in a true social way like never before.