US: Pernod Ricard in Absolut bartender search “part two”

By just-drinks.com editorial team | 1 September 2009

Pernod Ricard USA has launched the second part of its Absolut vodka "search for a bartender" campaign.

The series, which follows a nationwide search for America's top bartender, will be featured for the first time on television, the company said today (1 September).

Additionally, LX.TV and Absolut are launching a promotional campaign on-air, online and out-of-home.

"We are looking forward to great participation in the second season of "On The Rocks"," said Ian Crystal, marketing director for Absolut, Pernod Ricard USA.

"We know this is a winning format for the reality series. Now, we are focused on reaching and engaging a broader audience through a more concentrated outreach effort that includes both traditional resources and contemporary social media networks such as Facebook, Twitter and the blogging community."

The three, 30-minute episodes will air on several of the NBC owned-and-operated stations during the late night time-period on 7, 14 and 21 November.

The event will kick-off on 8 September at Hudson Terrace, New York and will finish on 20 September at Club Safari in Miami.

Last week Pernod Ricard USA announced that its Absolut vodka brand is to sponsor a series of charity music concerts at Madison Square Garden in remembrance of the 11 September victims.

Sectors: Spirits

Companies: Absolut, Pernod, Ricard