Pernod Ricard is looking to surf the resurgence of the Espresso Martini cocktail in the latest marketing activity for vodka flagship Absolut in the US.
As part of the brand’s wider ‘Born To Mix’ campaign, the group’s US division has produced the ‘Absolut Espresso Martini Mini Soirée Guide’, which frames the serve – along with the branded bar-call – as “the go-to cocktail acting as the centrepiece for entertaining this holiday season”. The hosting guide, which is available to view online, will be joined by the release of a handbag, again linking Absolut to the Espresso Martini.
The handbag will go on sale at the end of this week on ‘Black Friday’ although further details were not immediately available.
Earlier this year and ahead of the ‘Tomorrowland’ electronic dance music festival in July, Pernod Ricard lined up a limited edition pack design for Absolut in several European markets.
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