To promote its vodkas this summer ABSOLUT is hosting Fresh Fruit ‘crush’ events that showcase its “true taste comes naturally” positioning. Cocktails will be made with their vodkas and juices squeezed from Absolut’s own branded crush machine. Brightly colored signage and POS materials along with fresh fruit bar tools and themed giveaways will be on hand. Also, Absolut is hosting on-premise events in targeted bars and restaurants around the country to encourage consumers to rediscover the classic Absolut Citron Drop and other flavors served in a chilled shot format. Waitstaff and bartender training will be held, and banners and table tents will be available.
In June, Absolut will celebrate Gay Pride Month. In addition to the release of a limited edition Rainbow bottle, the brand will host on-premise samplings in targeted accounts and will sponsor high-profile LGBT events in New York City, Fritz Pride Street Party and PTown in Boston, Philadelphia, Washington, DC, and the New Jersey Shore. Absolut Rainbow displays, menus signage will be available to decorate key accounts and event locations.