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November 27, 2020

Absolut readies worldwide online New Year’s Eve party

Pernod Ricard has announced a global New Year’s Eve live stream party as part of Absolut’s "It's in our Spirit" campaign.

Pernod Ricard has announced a global New Year’s Eve live stream party as part of Absolut’s ‘It’s in our Spirit’ campaign.

‘Beatport x Absolut NYE 2020’, hosted in collaboration with the Beatport electronic music online store, will stream consecutive performances from 15 world-famous DJs such as Carl Cox and Jamie Jones, each in a different time zone, over the course of around 20 hours. The live stream will begin just before midnight on New Year’s Eve in Melbourne.

Absolut’s latest global activation was launched in November targeting Gen Z consumers.

“Building community experiences that allow for connection given the circumstances is incredibly important to Absolut,” said Tad Greenough, global head of creative at Pernod’s The Absolut Co division. 

The company’s global experience & partnerships manager, Georgia McDonnell-Adams, added: “This is an innovative way to ring in the New Year using music as a way to connect and celebrate.”

More drinks brand owners have pivoted to online party experiences as part of their marketing this year. In May, Heineken’s Desperados’ brand hosted a “virtual DJ session” in collaboration with Spanish event company Elrow.

How to tailor your spirits marketing to the consumer of today – and tomorrow – click here for a just-drinks comment

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