Bars to bring Sweden’s Midsommar to London with new festival


absolut midsommar

Bars will be taking part in a new festival in June bringing the age-old Swedish tradition of Midsommar to London.

DrinkUp.London – the team behind London Cocktail Week and other festivals – is working in partnership with Pernod Ricard UK and its Swedish vodka brand Absolut to run the programme of events and on-trade activities.

Running from Thursday 21 June to Sunday 30 June, it draws on the Swedish tradition of celebrating midsummer with drinking, dancing and sharing food.

More than 75 participating bars will each be serving £6 Absolut vodka cocktails for those who have downloaded a free digital Festival Pass, available online from DrinkUp.London at https://drinkup.london/absolutmidsommar.

Adam Boita, head of marketing for Pernod Ricard UK, said: “In Sweden, Midsommar is a core tradition but its principles are easily shared here in the UK with warmer weather naturally bringing people together to dance, share food and, of course, enjoy great drinks.

“Absolut Midsommar is about celebrating the start of summer and the beginning of a more convivial period of the year, so we’re delighted to have DrinkUp.London’s support in our quest to introduce even more people to this fantastic occasion.”

Hannah Sharman-Cox, founder of DrinkUp.London, added: “Since launching the DrinkUp.London app last year, we’ve been working to curate more opportunities for our loyal following to explore London’s incredible bar scene in a festival scenario.

“Absolut Midsommar is a perfect fit for our audience, and we can’t wait to don our flower headdresses and celebrate the long days of summer.”

Bars are being invited to take part in the inaugural event free of charge, exactly like all other DrinkUp.London festivals, and will retain 100% of their revenue.

The full bars list and event timetable will live online at DrinkUp.London and within the free app closer to the time. Find out more at https://drinkup.london/absolutmidsommar.

Previous Freedom Brewery launches exciting 'escape room' competition for Nottingham Craft Beer Week
Next Tanqueray releases savoury new gin using lovage