Absolut® Labs Releases “State of Nightlife 2015” Report Highlighting Inclusivity And Diversity

100 Industry Leaders Highlight The Opportunities And Challenges That Technology Brings; A Desire For Unique Venues And Memorable Experiences; And New Voices Fueling New Subcultures

Absolut® – a brand that’s had its finger on the pulse of nightlife since the Eighties – released a “State of Nightlife 2015” report as an output of Absolut Labs, an idea incubator and think tank for cutting-edge ideas, products and technology that help push nightlife forward. The report identifies emerging trends and consistent themes resonating across the landscape as described by 100 of the country’s most influential leaders in the space. (You can read the full “State of Nightlife 2015” report at theabsolutlabs.com/research)

From promoters to DJs, entrepreneurs to creatives, these influencers give voice to the challenges facing the industry and the rising possibilities. The report finds that the once-dominant exclusive, bottle-service model is evolving into more inclusive, diverse and exciting scenes than ever before.

The study, conducted between May and August 2015, features insights from a diverse array of Absolut’s ‘tribes,’ or “Nightlife Fuelers,” including Beatmakers (emerging DJs and producers) and Visual Stage Acts (multi-media artists, programmers, performers and designers) and “Nightlife Makers,” including Party Fixers (concept creators, promoters) and Nightclub Owners.

Through one-on-one interviews, these influencers shared insights into consumer behaviors and motivations as well as personal experiences grounded in business-driven nighttime ventures. As a result, nine trends emerged across the three primary drivers of the industry: Music, Venue and Experience.

Music: Extended nightlife hours and a desire for an immersive experience are driving both sonic and audience diversity.

  • EDM is evolving to blend new production techniques with live instrumentation and merging with other genres like rock and R&B.
  • Diversified playlists are fueling Open Format parties which, in turn, draw more diverse, “melting pot”-type crowds.
  • Visuals are now becoming as important as the music, with new technology providing more epic, cinematic experiences than ever before.

Venue: A desire for authenticity and meaningful experiences is informing venue choices, from intimate get-togethers to large scale festivals.

  • Nostalgia for house parties is rising with consumers looking for nights that come together more organically.
  • Mega-Clubs are waning, surprise off-the-grid venues are in.
  • Festivals are diversifying, offering more versatile musical line-ups for inclusive, collective experiences that span mindfulness, fitness and entrepreneurship.

Experiences: Experience is the new luxury, especially when it’s tailored and in-the-moment.

  • Hosts are starting to require their guests to detach from their devices and focus on forging connections with those around them.
  • While nightlife experiences were franchised in mega clubs in the past, trends are now starting on a local level and then tailored to each new community as they expand.
  • Nightlife is becoming more heterogeneous and eclectic with niche communities rapidly shaping mainstream tastes.

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Absolut Unveils Latest Iteration of Absolut Nights Campaign with Inspiring Short Film Featuring Empire of the Sun and Launch of New Limited Edition Bottle

Absolut celebrates the latest iteration of Absolut Nights – the next step of the brand’s Transform Todaycampaign – dedicated to inspiring consumers to push nightlife conventions beyond their limits. A short film featuring a never-before-heard track from electronic music duo, Empire of the Sun, leads the campaign by showcasing real experiences of Absolut nightlife. Inspiring consumers to reinvent their own night out, Absolut has launched Absolut Spark, a new limited edition illuminated bottle.

At Absolut, we believe in a world where there’s no such thing as a ‘standard’ night out, ” said Joao Rozario, VP of Marketing, Absolut. “By infusing the unexpected into the ordinary, Absolut Nights aims to inspire nightlife lovers to use the night as their canvas to explore what the future of nightlife looks like. ”

Absolut Nights was launched with a global series of one-of-a-kind events (in New York, Sao Paolo, Berlin and Johannesburg) that use the night as a creative canvas, inviting audiences to play inside unique artistic experiences. Over the course of four weeks, Absolut collaborated with artists (Vita Motus, Charles Gadeken, Studio XO and Marianna Krawczyk) that are pushing the boundaries of their field and worked with them to transform one element of the night at each event – Light, Dance Floor, Style and Persona. Each event featured a different artist who reimagined a traditional nightlife convention – from over-sized, inside-out disco ball to pyrotechnic-triggering dance floors – to create a collective rush of adrenaline for event attendees. The result was four unique events, which pushed the boundaries for what partiers should expect from a night out.

The experiences were filmed by Grammy-winning director Melina Matsoukas, who honed an expertise of capturing live events by working with the world’s top musicians. The film content invites viewers inside the incredible world of Absolut Nights, showcasing how the individual artists transformed the night in ways no one has ever have imagined before.

In Johannesburg, Absolut collaborated with Charlie Gadeken, the fire artist responsible for many of Burning Man’s most awe-inspiring kinetic sculptures, allowing 200 Johannesburg partiers to play inside this unique artistic experience. In a once-in-a-life-time opportunity, Gadeken’s custom art installation captured the energy of the night and the crowd by transforming it into a pyrotechnical frenzy, triggered by the audience movement.

In a remote desert location, a mirrored cube was flanked with row after row of pyrotechnics. When the guests start dancing inside the cube, the fireworks reflected and heightened the energy of the experience. As the night reached a fever pitch, explosions created a shimmering shape and the unique landscape was engulfed in smoke, sparks and color. From inside the cube, the audience experienced the beauty of pandemonium that they helped to create.

Absolut Nights: Sao Paulo

Absolut Nights: Sao Paulo

Absolut Nights: Sao Paulo

Absolut Nights: Sao Paulo

In Sao Paulo, Absolut invited seventy-five partiers to become someone else for just one night. Upon entering the Victor Hugo mansion, attendees of this one-night-only artistic experience were given a new identity, complete with a persona, a story, and a handmade costume customized for each character. Created in collaboration with acclaimed videogame writer Marianne Krawczyk, the experience transformed her skill of creating interactive environments by bringing one to life as an immersive environment in which the greatest partiers in history converge at a party for the ages.

Partygoers wore bespoke outfits made with fabrics embedded with lasers and mirrors which were wirelessly controlled from a central server, so they could choreograph and synchronize the lasers. Wearable technology allowed guests to be integral part of the artistic experience, breaking free of their expectations of a night out.

Partygoers wore bespoke outfits made with fabrics embedded with lasers and mirrors which were wirelessly controlled from a central server, so they could choreograph and synchronize the lasers. Wearable technology allowed guests to be integral part of the artistic experience, breaking free of their expectations of a night out.

 

Absolut Nights: Berlin

Absolut Nights: Berlin

In Berlin, Absolut combined high fashion and high tech in the jungle with laser couture (created by Studio XO) and joined forces with the fashion/technology designers to offer a transformational and interactive nightlife experience at Kraftwerk, the iconic representation of Berlin’s industrial history, giving the city a never before seen collaborative celebration. As the third event in the global Absolut Nights series, Absolut invited 200 Berliners to play inside a unique artistic experience created at the intersection of nightlife and nature.  Continue reading

Absolut Karnival Takes Carnival by Storm in Trinidad and Tobago

Absolut is proud to announce that the world-renowned vodka will be unveiling its newest flavor and bottle, Absolut Karnival, at one of the world’s most prominent carnival celebrations in Trinidad and Tobago. The passion fruit and orange blossom-flavored limited edition Absolut Karnival will capture the transformative energy of Carnival.

Get Your Taste of Absolut Karnival. (PRNewsFoto/The Absolut Company)

Get Your Taste of Absolut Karnival. (PRNewsFoto/The Absolut Company)

Inspired by carnival and launched in a big way, Absolut will be participating, or “playing mas” as it is known locally, in Port of Spain for the first time with the bottle’s exclusively designed characters. The Absolut Karnival Cocktail Truck that features the distinct shape of the Absolut bottle will be strutting down the parade route with one of the island’s most revered bands, Harts.

The alignment with Harts joins one of the island’s most premium bands with the premium vodka brand. The family owned band that has been around for more than 50 years and has won Carnival five times is welcoming the Absolut Karnival Cocktail truck for the first time.

Absolut unveils the newest Karnival bottle design, featuring artwork by the Brazilian graphic novel artist and writer Rafael Grampa. The five characters symbolize freedom, spirit, smoothness, style and happiness; elements that are vital to the joy and celebration of carnival. All five characters, along with stilt walkers, will be playing mas on Carnival Monday, March 3 and Tuesday, March 4 with “masqueraders” and Absolut personnel will be handing out complimentary samples. Look for the Absolut Karnival Cocktail truck playing mas with Harts and get your taste of Karnival.

The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, Malibu, Kahlua, Wyborowa, Luksusowa and Fris. Absolut Vodka is the world’s fourth largest premium spirits brand. Every bottle of Absolut Vodka is produced in Åhus, southern Sweden. Malibu is the number one rum-based coconut spirit in the world, sold in more than 150 countries. Kahlua coffee liqueur is the world leader in its category. The head office is located in Stockholm, Sweden. The Absolut Company is a part of Pernod Ricard, which holds one of the most prestigious brand portfolios in the sector. For additional information on Absolut Karnival, artist Rafael Grampa, and Absolut products, please visitwww.absolut.com.

Absolut and acclaimed graphic novelist Rafael Grampá collaborate on crowdsourced animated film

As part of the brand’s global campaign, Transform Today, Absolut announced a new project with graphic novelist Rafael Grampá, one of the featured artists of the campaign. Entitled Next Frame, the collaboration will invite users from around the world to make plot decisions within an original graphic novel created by Grampá – as he writes it. Once the story is complete, the brand will work with Grampá to transform the still drawings into an animated film, which will premiere in Berlin at MADE, a creative space by Absolut, on March 15th.

ABSOLUT_NextFrame

The goal of the Transform Today campaign is to inspire people to tap into their creative potential and explore their ability to create a new future. Next Frame is the first example of how Absolut will bring this goal to life. In the coming months, additional collaborations with the campaign artists Woodkid, Yiqing Yin, and Aaron Koblin will be announced. Each collaboration will provide opportunities for users to interact and explore the inspirational message of Transform Today.

The Next Frame project began on February 3rd, when the story was introduced on http://www.Facebook.com/Absolut. Users will then have multiple points of intervention where they can decide how the characters will progress in the story. After each decision, Grampá will create the next piece of the story, inventing new places for the characters to explore – – up until the next crucial moment that users can provide input. After two weeks of international online collaboration, ending on February 21st Grampá will polish the final film, which will then be unveiled at MADE in Berlin on March 15th.

Jonas Tåhlin, Absolut VP of Global Marketing explained how the project fit into the brand’s new global campaign, “With the launch of Transform Today, Absolut announced that it would be changing the way it works with artists. Next Frame is the first outcome of that promise. Grampá’s unique style of illustration has already distinguished him within the graphic novel community, but we wanted to give him an opportunity to transform his craft even further, allowing for new creative opportunities. Not only will he be co-writing the Next Frame story with online users, but he will also be imagining a fully original story in live motion – a first for him.

Building on the Transform Today ideal of ‘The future is not a given, it’s yours to create’, the project opens new possibilities for the Brazilian graphic novelist, who’s inspirational personal story is a central pillar to the campaign. After transforming his life to follow his dream of becoming a comic book artist, he has found success by creating entire worlds out of nothing but his imagination and a pen. Next Frame challenges Grampá to transform his work even further by adapting his storyon-the-fly, based on consumer interaction.

According to Tåhlin, “Absolut has always believed that collaboration can bring out new creative potential. Next Frame offers the possibility of a three-way collaboration, with Grampá creating the world and characters of the story, online users shaping the direction, and then Absolut and Grampá working together to create an animated film. Through this multi-part collaboration, Next Frame transforms the artistic process in the most true sense.”

When describing the project, Grampá explained, “I am always looking for ways to transform my work. With Next Frame, I have a chance to do something I’ve never done before by co-writing the story with users online, and also by turning the illustrated story into my own animated film. It’s a very exciting project, and I am happy to be working with a brand that allows me to try new things in the way I work.

Absolut Karnival – A New Limited Edition For Daring Spirits

Absolut has launched Absolut Karnival, a passion fruit and orange blossom-flavored limited edition capturing the transformative energy of Carnival. Absolut Karnival features artwork by the Brazilian graphic novel artist and writer Rafael Grampá. Already teaming with Absolut on its new Transform Today campaign, Grampá here extends his creative collaboration with the brand by bringing a unique and colorful vision of Latin America’s most colorful celebration to the iconic ABSOLUT_KARNIVAL_PACK_SHOT_FRONTAbsolut bottle. Absolut Karnival goes on sale in Latin America in January 2014.

The rich, smooth, fresh and tropical flavor combines with Grampá’s festive, dynamic, character-driven design to evoke some of the magic of Carnival, reminding us that life is full of possibilities.

Absolut, like the Carnival festival itself, recognizes that we all have the power to create our own future. We are free, there are no rules, and the possibilities for transformation are infinite. The bottle design had to evoke this special Carnival feeling,” says Franz Drack, Global Marketing Director at Absolut. “So we approached one of our collaborating Transform Today artists, Rafael Grampá. His work is disruptive, lively and authentic. Not only that, he’s a native of Brazil and has experienced the transformative potential of Carnival first-hand his entire life.”

ABSOLUT_KARNIVAL_PACK_SHOT_BACKWhen Absolut asked me to collaborate on Absolut Karnival, I saw it as an opportunity to express my love of a festival that lets everyone be free and equal,” says Rafael Grampá. “In Carnival, everyone celebrates together. There is a beautiful, unique and uncontrollable feeling that our differences can be put behind us. We become aware of our own power to change ourselves and the world.”

“To evoke something of that in the bottle design, I knew it had to be colorful and cheerful. In the Carnival parade, normal people transform themselves into extraordinary things. I decided to try to represent that sense of transformation by putting the Carnival parade right onto the bottle,” says Grampá.

The resulting artwork features a cast of colorful characters, created by Grampá, on parade around the bottle. A dog dressed up as a rooster, a young man wearing the head of an old man, a blue-faced giant, happy to give a hug to whoever wants one, a beautiful “Queenfish,” and a character Grampá dubs “The Freedom Knight” and describes as a typical festivalgoer who fights taboos and prejudice with joy and music.

We’re very excited to be releasing Absolut Karnival, a new limited edition that seeks to awaken the creative spirit in all of us,” says Drack. “It’s the first regional limited edition for Latin America. A tropical flavor perfect for creating refreshing drinks at festivals and celebrations.”

Absolut Karnival will be launched and activated at local carnivals in January and February of 2014.

Absolut Originality Sets A New Standard For Limited Editions

Following its long-standing tradition of introducing cutting edge designs, Absolut presents Absolut Originality. This elegant limited collection features four million individually designed bottles, each made into a one-of-a-kind work of art with a drop of cobalt blue infused into the molten glass during production.

Absolut Blue Velvet

Absolut Blue Velvet

Absolut COBALT CLOUD

Absolut COBALT CLOUD

Absolut has always experimented with new techniques and gone off the beaten track to develop innovative and artistic products. Following last year’s spectacu­lar launch of Absolut Unique, the journey continued in order to find a daring new concept for the next limited edition. The ambition was to capture the soul of Absolut, expressing creativity and quality as its cornerstones – and the experiments paid off.

Absolut Originality presents our iconic bottle in its most classy form to date,” says Mathias Westphal, Global Brand Director at Absolut. “We took inspiration from traditional Swedish glass craft, and made it available to the world. When we watched a drop of cobalt sink into the hot glass the first time, we didn’t know what it would look like. But the very first bottle looked amazing, and what started as a playful experiment ended up as four million one-of-a-kind pieces of art.”

Absolut Originality_Production_Bottles out the oven 1

Releasing a drop of cobalt blue into the glass only takes a millisecond. It’s added just as the molten glass goes into the mould at 1100°C. At that temperature, the cobalt is invisible, but as the glass cools off, a beautiful and unique blue infusion appears inside the glass of each bottle. Continue reading

ABSOLUT TUNE® Partners With Pop Duo Icona Pop

ABSOLUT® and Icona Pop Encourage Party-Goers to Flaunt their Sparkle and Unleash their Spirit with New ABSOLUT TUNE

The blend of two amazing talents invariably creates something truly compelling and no one knows this better than ABSOLUT®. The premium vodka brand is partnering with Icona Pop – the pop sensation from Sweden behind the hit single ‘I Love It’ ft. Charli XCX – to launch ABSOLUT TUNE® nationwide, a bubbly blend of crisp white wine and premium vodka.

absoluttune

ABSOLUT VODKA has been committed to developing innovative flavors since the introduction of ABSOLUT PEPPAR in 1986, its first flavored vodka.  Since then, ABSOLUT has continued to bring a unique twist to common flavors with products such as ABSOLUT® MANDRIN®, ABSOLUT® CITRON, ABSOLUT® KURANT®, ABSOLUT® VANILIA, ABSOLUT® RASPBERRI, ABSOLUT® APEACH®, ABSOLUT® RUBY RED, ABSOLUT® PEARS, ABSOLUT® MANGO, ABSOLUT® BERRI ACAI, ABSOLUT® WILD TEA, ABSOLUT® ORIENT APPLE, ABSOLUT® GRAPEVINE and ABSOLUT© CHERRYKRAN.

Previously only available in select markets, ABSOLUT TUNE can now be enjoyed whether it’s a birthday brunch or night on the town. The sophisticated drink delivers well integrated aromas and flavors that are well-balanced, rich, floral and fruity — met by a premium vodka note at the end. With vodka engrained in its DNA, ABSOLUT TUNE’s blend is perfect for adding a splash of juice or liqueur to create a simple and refreshing cocktail.

absolutune

ABSOLUT TUNE’s dramatic bottle design epitomizes the brand’s unique offering. The white outer layer, filled with bright gold accents, unzips down the side to reveal a shiny black and gold interior. After the uncorking, a chilled flute glass of ABSOLUT TUNE ensures the perfect toast and start to any occasion. Continue reading