Pernod Ricard’s The Absolut Co unit has unveiled this year’s bottle from the vodka brand’s tie-up with electronic dance music festival Tomorrowland.
The pack, which rolled out earlier this week, is on sale in 18 international markets including Brazil, France, Germany and the event’s home country of Belgium. Available for a limited period, the bottle coincides with a debut on-site pop-up for Absolut over both weekends of Tomorrowland later this month.
As well as an event-themed design, the bottle includes a QR code in four European markets that invites consumers to enter an Instagram Reels competition to win tickets to the festival.
Tomorrowland runs over the weekends of 21-23 and 28-30 July near the aptly-named Belgian town of Boom. Around 400,000 attendees are expected.
Late last month, Pernod Ricard pulled a portfolio consolidation move, preparing the offload of blended Scotch whisky Clan Campbell to Stock Spirits.
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