Absolut creates green Martini for Wicked

Pernod Ricard-owned The Absolut Group is offering a number of ‘magical experiences’ to celebrate the release of Universal Studios’ upcoming fantasy film Wicked.

As the official spirits partner for the film, the brand will be offering experiences at theatres, bars, restaurants and liquor stores, as well as a cocktail recipe kit for fans to ‘conjure up their own magical moments’ at home.

Wicked will open in cinemas in the US on 22 November.

Absolut’s senior brand director Reshma Dhati said the partnership “invites fans to mix it up with unexpected friendships and cocktails with the ultimate Wicked entertaining experience, celebrating self-discovery and acceptance – core themes of our brand DNA”.

She added: “We hope to bring together friends to join in the excitement of the cultural phenomenon of Wicked and the film’s enduring lesson about the power of inclusion.”

Titled ‘Cocktails Straight from Oz’, the kit contains recipes with spirits from Pernod Ricard’s portfolio: Absolut Vodka, Kahlúa, Malibu and Skrewball.

Recipes include the Absolut x Kahlúa Ozspresso Martini, Absolut Ozmopolitan, Malibu Popular Pink Punch, Skrewball Thrillifying Nutty Elixir and the Absolut Wickedly Dirty Martini.

The latter is a green cocktail inspired by internet personality Evan Ross Katz, a Wicked enthusiast and Absolut partner.

Of his cocktail, Ross Katz enthused: “If you know me, you know I’m a huge Wicked fan who genuinely loves to bring people together, so of course I love to host dinner parties where we enjoy great food, cocktails and celebrate pop culture by creating a space where everyone can just be themselves.

“My drink of choice is a Dirty Vodka Martini, so it’s been so fun partnering with Absolut to create a special Wicked-themed green twist on my go-to Martini with edible green glitter.

“It’s part of the kit and will be at my next dinner party, so don’t be shy and give it a try.”

The kits also include a code that can be redeemed towards the purchase of a Wicked movie ticket and the chance to win a trip to the movie’s premiere in Los Angeles for two, which includes airfare and two-night hotel accommodation.

The kits are available on CocktailCourier for an SRP of US$155.99.

Select theatres, bars and restaurants will also offer limited edition cocktails for the partnership.

In the summer, the group launched limited edition Andy Warhol bottles and brought back its Heinz vodka pasta sauce.

SB also spoke with Deb Dasgupta, Absolut Vodka’s vice-president of global marketing, about how the brand is harnessing modern marketing techniques to breathe new life into the vodka category.

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Author: Rupert Hohwieler