Absolut turns cocktails blue to celebrate new bottle

Absolut OriginalityBars are to be given chemistry sets so they can serve up Absolut vodka cocktails with pipettes for adding a drop of cobalt blue liqueur to match the latest limited-edition bottle.

About 250,000 pipettes are being distributed to the trade along with the specially produced cobalt blue liqueur along with kits that include chemistry apparatus such as measuring beakers.

Launched this month, it ties in with the new Absolut Originality bottle where each of the 4,000 bottles has an individual design created by adding a drop of cobalt blue matching the Absolut brand colour.

The blue is added just as the molten glass goes into the mould at 1,100 Celsius. At that temperature, the cobalt is invisible but as the glass cools off, a beautiful and unique blue infusion appears inside the glass of each bottle.

Pernod Ricard UK has formed a partnership with Be At One bars across London that will encourage consumers to take pictures of their cocktail creations in the bar, post them on social media using the hashtag #addyourowndrop and print them live in the Be At One venue they are in.

It is supporting the launch with a raft of marketing activity including outdoor advertising throughout London, a PR collaboration with emerging fashion designer Kitty Joseph and tailored activity for the off-trade throughout October.

The campaign also features digital activity where consumers can add their own “drop of Originality” to the bottle through a socially powered production line at a new website, www.addyourdrop.com.

Pernod Ricard UK is also promoting a range of Absolut Originality serves such as the Absolut Original Swirl, which is a vodka and tonic with a drop of the cobalt blue liqueur added. Cobalt blue cocktail ideas include the Absolut Blue Velvet and the Absolut Pistachio Moustachio (see below).

Adam Boita, marketing controller for Pernod Ricard UK, said: “Absolut is renowned for its innovative approach to limited editions and Absolut Originality is no exception. This new limited-edition celebrates the original cobalt blue colour that has such a strong association with our brand, playing back into our creative roots.

“Consumers love our limited editions, and we have developed a raft of solutions for the on- and off-trade, which will support the launch and ensure that our loyal fans will once again be proud to add our latest limited edition to their collection.”

absolut originality cocktailAbsolut Blue Velvet

2 parts Absolut Vodka
2/3 part Orange curaçao or triple sec
3/4 part Velvet Falernum
1 part Freshly squeezed lemon juice
1 Egg white
Garnish: blue popping candy or blue skull candy

Shake and strain into a chilled cocktail glass. Garnish with blue popping candy or blue skull candy.

Absolut Pistachio Moustachio

2 parts Absolut Vodka
1 part Coffee
1 part Condensed milk
2 Scoops Pistachio ice cream

Shake very hard and strain into a paper cup over cubed ice.

Previous Mexican bartender grabs tequila's Tahona prize
Next Historic Nottingham beer returns in cask after 20 years