News

Absolut readies worldwide online New Year's Eve party

Most popular

Interview - Zico Coconut Water founder

Interview - William Grant senior category director

Why there's something for everyone post-COVID

Interview - Rima Sawaya, Kahlua brand manager

Aged spirits in 2021 - just-drinks predicts

MORE

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

The New Years Eve event is part of Absolut’s global campaign launched in November, targeting Gen Z consumers

The New Year's Eve event is part of Absolut’s global campaign launched in November, targeting Gen Z consumers

'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


Expert Analysis

United States Spirits - Market Assessment and Forecast to 2023

United States Spirits - Market Assessment and Forecast to 2023

The US spirits sector is led by the vodka category in the both value and volume terms, while tequila & mescal category is forecast to register the fastest growth in the both value and volume terms, du...

VIEW REPORT

Related Content

Insight - UK: Tia Maria sale hands Pernod Absolut focus

Insight - UK: Tia Maria sale hands Pernod Absolut focus...

Pernod Ricard unveils 20%-abv Beefeater Light, Ballantine's Light

Pernod Ricard unveils 20%-abv Beefeater Light, Ballantine's Light...

Was 2020 what investors expected and will 2021 be what they expect? - The just-drinks Analyst

Was 2020 what investors expected and will 2021 be what they expect? - The just-drinks Analyst...

Premium rum category has most potential - Harpalion Spirits

Premium rum category has most potential - Harpalion Spirits ...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?