A bartender competition and a new bottle design are being introduced for Absolut vodka in the UK as part of a new global campaign celebrating classic vodka cocktails.
The brand is urging bartenders to explore 12 classic cocktails using Absolut as a base and challenging them to come up with their own “13th Classic” recipe.
It links into a new brand platform, called “Taste Perfection”, which will also see the introduction of a new design and lighter weight for Absolut bottles.
The well-known bottle shape has been given more clearly defined shoulders, a straightened neck and body and a flattened bottom. It has also been made slightly lighter through a reduced glass weight. It includes an updated two-line logo, a new script and a redesigned medallion.
To support the activity, brand ambassador Ricardo Dynan (pictured) has given 12 classic vodka-based cocktails a twist to update them, such as a Bloody Mary, a Cosmopolitan, a Caipiroska and an Espresso Martini.
The Absolut Montego Breeze features coconut water while the Absolut Beet Collins includes beetroot juice, using ingredients that capitalise on the growing “healthy hedonism” trend.
To find the 13th Classic, bartenders across the UK are being challenged to create the next classic vodka cocktail in a new competition.
The prize is a trip to Sweden, the home of Absolut, as part of the Absolut Akademi Pro bartender education programme. It will include a three-day visit to Åhus in southern Sweden to visit Absolut’s production facilities.
Visit www.absolut.com/uk/13thclassic for more details. It opens for entries on October 2, with a deadline of November 29. Shortlisted entries will go to public vote on Facebook, and the bartenders with the most votes will be invited to a live final on January 29.
The “Taste Perfection” campaign will be supported extensively online and will also be brought to life at 12 bars across London for London Cocktail Week from October 5 to 11.
With a colourful map created by artist Jenni Sparks, consumers will be guided to bars where each of the 12 classics are being championed, with their twists. People who have bought a London Cocktail Week wristband will be able to claim money off the drinks.
On Saturday October 10, Ricardo will host six master classes at The Jones Family Project restaurant and bar in Shoreditch offering consumers a chance to learn about classic vodka cocktails and make their own twists. Visit https://drinkup.london/events/diy-classic-cocktails-by-absolut/ for details.