Out of the ordinary: Absolut acts the part

Stockholm – Swedish vodka brand Absolut has launched its Limited Edition Experiences in cities including London, Manchester and Leeds.

To promote its Absolut Limited Edition vodka bottle, visitors are invited to take part in interactive experiences in places ranging from a disused office space to an abandoned warehouse. The brand will turn the ordinary into the extraordinary, according to its website. To participate, simply apply through the Absolut website.

The first experience took place earlier this month in London, where visitors were ushered down a narrow alleyway to an unmarked door at the Nicholls & Clarke building in Shoreditch. Inside, ‘a chap in tails selected people at random, removing them from their conversation bouquets’, according to one visitor. To maintain its exclusivity, however, Absolut is remaining silent about the events.

The promotion is an example of how drinks brands can reach consumers yet stay true to the convivial experience.