Absolut vodka, the official vodka of Coachella, for the past decade, extends the festival experience into the metaverse with Absolut.Land, a virtual destination converging art, fashion, music, and of course, cocktails to bring festival culture loving friends together in person and digitally.
“As a brand born to mix, Absolut is centered on bringing the world together through shared experiences and empowering social interaction that unlock a sense of belonging—no matter who you are and where in the world you may be,” says Pam Forbus, SVP, Chief Marketing Officer, Pernod Ricard North America. “To reach our consumers everywhere, the metaverse was a natural progression and we’re so excited to introduce Absolut.Land as a space of belonging for all!”
Absolut also pays homage to its Swedish heritage, partnering with headliner Swedish House Mafia amid their highly anticipated return to the festival stage after ten years.
Dropping on April 15th, the supergroup’s newest album, Paradise Again, will be played on a custom jukebox within Absolut.Land.
The album set the inspiration for the Absolut x Swedish House Mafia Paradise (Again) Paloma, which music and cocktail lovers alike can find in the metaverse, onsite at the festival or at home with a specialty cocktail kit available for a limited-time only.
The Absolut X Swedish House Mafia Paradise (again) Paloma
Ingredients:
- 1 1/2 oz. Absolut Grapefruit
- 1 1/2 oz. Ruby Grapefruit Juice
- 1/4 oz. lime juice
- Soda water (to top)
Preparation: shake ingredients in cocktail shaker with ice. Strain into a Highball glass and top with soda water. Garnish with ruby grapefruit or Swedish fish.
Fans cannot only grab a virtual drink, but also purchase this cocktail to be delivered right to their door, powered by one of the Absolut.Land vending machines.
“We wanted to mix with our fans in a way that’s really innovative and different, and what’s bigger than the metaverse,” said Swedish House Mafia Axwell, Steve Angello and Sebastian Ingrosso. “When we hit the headline stage at the festival on Friday, you can also find us in Absolut.Land to listen and dance to our newly dropped Paradise Again album over the Swedish Paloma cocktail we created with Absolut.”
On-the-ground festival goers can join the metaverse too by taking over the Absolut.Land bartender avatar at an interactive kiosk in the tent. IRL guests can mix virtual cocktails, chat up fellow avatars and surprise and delight by gifting NFT wearables all live.
To learn more, please visit www.AbsolutLand.com.
The post Celebrate Coachella with its Official Vodka Cocktail appeared first on Chilled Magazine.
Source: Mixology News
