Pernod Ricard’s Absolut vodka brand is preparing for the return of electronic dance music festival Tomorrowland with another limited edition pack design.
Ahead of the event’s opening weekend, this year’s Absolut x Tomorrowland bottle will hit Germany, Serbia, Slovakia, Switzerland and the Benelux countries for a limited time. The bottle features the Tomorrowland logo, promoting the festival, which runs over the next three weekends in Boom, Belgium.
The festival first took place in 2005 and moved online in 2020 due to the pandemic.
At the group’s Capital Markets Day series of presentations last month, MD of global business development Christian Porta provided details of the strategy switch to activate more of Pernod’s brands on an A&P basis, from six-to-eight per market to 15-to-20.
Elsewhere in vodka this week, Campari Group teamed its Skyy brand with new movie Nope in the US.
