Pernod Ricard is set to launch its latest limited-edition bottles, in collaboration with electronic dance music festival Tomorrowland.
The rollout marks the first time the vodka brand and festival have collaborated on exclusive packs (below) in the eight-year ‘United We Dance’ partnership between the two. The 70cl bottles contain Absolut’s original expression and are available now in Thailand ahead of Belgium, the Netherlands, Poland, Serbia, Slovakia and Switzerland in June, followed by Brazil in September at an approximate SRP of EUR22.99 (US$26).
The packaging designs revolve around the festival’s ‘Orbyz’ theme – “set in a magical universe made entirely out of ice” with an “indigenous community” to appear from the melted ice cap, according to Tomorrowland.
“We are thrilled to collaborate with Tomorrowland on the first-ever, limited-edition bottle collection and to be continuing our ‘United We Dance’ partnership,” said Absolut’s global VP of marketing, Deb Dasgupta. “Ours is no ordinary festival partnership. We are trusted colleagues and close friends with shared values.”
Tomorrowland takes place in Belgium over the weekends of 18-20 and 25-27 July, followed by Tomorrowland Brasil in Sao Paulo in October.
Last summer, Pernod Ricard unveiled a UK-focused marketing activation for Absolut, leaning into its group-wide responsible drinking campaign.
