INTERNATIONAL. Absolut is set to introduce a limited edition range of Absolut Electrik into global travel retail.
Described as the “perfect addition to a party or drinks collection”, the Absolut Electrik metallic bottles are available in blue and silver, references to Absolut’s identity, and feature semi-transparent coating. When combined, the colours are said to recreate the effect of flashing lights at parties and nightclubs.
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Turning the night Electrik: the silver and blue bottles emulate the flashing lights in nightclubs |
To enable consumers to transform their nightlife experience no matter which city they are in, Absolut has also created an interactive Electrik Mixology platform on Absolut.com. Using the platform, travellers can collaborate with an interactive robot to create a personalised drink, along with a video of the robot mixing it.
The arrival of Absolut Electrik in global travel retail coincides with a London launch party for the limited edition range, the second in a series of global events exploring the future of nightlife. Further events in the series will take place in Brazil, Germany, Mexico, and other countries around the world.
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Passengers at Heathrow can spark their taste buds with some of the Electrik cocktails on offer |
To further promote the launch in travel retail, a promotion will be running at London Heathrow from 25 November to 5 January in which samplings will be on offer as well as a luggage tag gwp. Heinemann stores across Europe, including Frankfurt, Berlin, Vienna and Istanbul, will highlight Electrik in prominent product placement spots.
Absolut Electrik has a travel retail price point of €18.
Pernod Ricard Travel Retail Marketing Director Jenny Shipton said: “We are excited to see the launch of Absolut Electrik in global travel retail as it is a unique offering that will engage and excite travellers around the world. The launch is extremely timely as we are seeing an increasing number of consumers that are globe-trotting for new nightlife experiences.”
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Create your concoction: Blue Mule, Pineapple Pop and House Party Punch cocktails can be made with Absolut |
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