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.

On 23 May, Pernod Ricard’s 18,000 employees, operating in 70 countries, launched initiatives to address a single issue: combating drink driving. Since 1971 with the foundation of IREB (French Institute of Scientific Research and Study on Drink), the Group has been committed to preventing risks associated with alcohol abuse. This awareness day, entitled ‘Responsib’ALL Day,’ is the outcome of 40 years of preventive measures organised in partnership with public authority partners. It is also the starting point for new initiatives, campaigns and events to be launched throughout the world, in line with the recommendations of the decade of action for road safety, announced on May 11 by the United Nations.

Following the successful launch of “The Age Matters campaign” in Travel Retail last year, this May Chivas Brothers continues to advocate the importance and value of the age statements to consumers — again, in Australian airport. The aim of the campaign is to enable consumers to understand fully the age statement and to appreciate the value of the premium product they are purchasing.

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.

Finally it’s time for Sweden to get a limited edition of Absolut. Absolut SVEA is the name on the bottle that is designed and dedicated to the Swedish home market. The effort to find the right, interesting partner with it’s own expression was a long term work which resulted in a collaboration with Fredrik Söderberg, one of Sweden’s most interesting artists.

Malibu has something in stock for those who dream of living the beach bum lifestyle and worship at the altar of sun, sand and surf. Courtesy of the brand, the best gig this summer isn’t in an office— it’s on the beach with a cocktail in hand. The perfect summer will be a reality for one outgoing guy or gal, when the iconic spirit launches a search for the Radio Maliboom Boom Correspondent across the USA. In this role, one fortunate individual will travel across the country attending concerts, reporting from the road, interviewing celebrities and celebrating the season of sun.