Absolut will be part of the concert stage

Absolut will be part of the concert stage

Pernod Ricard has launched a marketing push for its Absolut vodka brand in the US, which will run alongside Lady Gaga's latest tour of the country.

The campaign, which will feature at all US dates for Gaga's ArtRave:The ArtPop Ball concert, will install two members of the audience in a special bar that makes up part of the stage, Pernod said today (2 May). The audience members will then watch the show drinking custom cocktails, such as the vodka-based Absolut Gaga.

Financial details behind the partnership were not disclosed.

"We have created a special experience where fans can actually sit inside the stage and have their own bar,” said Lady Gaga. “It's going to be a huge rave in the spirit of art and creativity."

The ArtRave:The ArtPop Ball concert tour starts in Fort Lauderdale on Sunday.

Global sales for Absolut in Pernod's YTD results, released last month, came in flat, with volumes slipping by 3%.