Absolut and Swedish House Mafia collaborate to create multi-dimensional experience

Swedish House Mafia’s ‘Greyhound’ – the first music track inspired by an ABSOLUT cocktail – kicks off a unique ABSOLUT experience about cocktails and music, in a global, digital launch. On Facebook, consumers will be able to enjoy exclusive content and make their own remixes of the ABSOLUT cocktail themes created by Swedish House Mafia.

This multi-sensory cocktail experience is the latest addition to a repertoire of more than 30 years of creative collaborations between ABSOLUT and leading artists in music, art and fashion.

The exclusive content, available on Facebook (www.facebook.com/absolutnewzealand) is the direct result of a creative collaboration that brings together an exceptional cocktail with a cutting edge music group. Swedish House Mafia headlines the global initiative with the brand new ‘Greyhound’ – a dance-driven theme in­spired by the refreshing ABSOLUT GREYHOUND cocktail. ‘Greyhound’ offers an intensely rhythmic and powerful house soundtrack that draws attention to the fact that a perfect cocktail experience involves all the senses.

“ABSOLUT VODKA and Swedish House Mafia are brands that have a lot in common: creativity, nightlife and a Swedish heritage mixed with global reach and recognition. With this recent collaboration, they meet in this epic interpretation of a classic cocktail – ABSOLUT GREYHOUND,” says ABSOLUT’s marketing manager, Luan Howitt.

By adding music to mixology with this latest innovation, ABSOLUT will engage consumers to remember the taste and now sound of a perfect ABSOLUT cocktail.

The ‘Greyhound’ track and accompanying video are already making waves around the world and can be viewed online at www.facebook.com/absolutnewzealand.

“It made complete sense to us to work with such an iconic Swedish brand as ABSOLUT,” says Swedish House Mafia’s DJ Steve Angello. “The resulting track 'Greyhound' for us is the perfect fit.”

Group member, Sebastian Ingrosso agrees, “It’s all about the fans and how they react to the music. When we played ‘Greyhound’ for the first time, it was in front of 20,000 fans at Madison Square Gardens and the reaction was amazing.”

The ABSOLUT GREYHOUND cocktail can be enjoyed using ABSOLUT Original with the following recipe:

ABSOLUT GREYHOUND

1 part ABSOLUT VODKA            
3 parts pink grapefruit juice            

Method: Build ingredients over ice in a glass. Garnish with a wedge of grapefruit.            

Notes to the Editor

• On Facebook, consumers can make their own versions of the ‘Greyhound’ track, watch videos and learn more about the collaboration.
• Swedish House Mafia’s ‘Greyhound’ is now available on iTunes and Spotify.