The Absolut Group

Happy holidays everyone! With the holiday season now upon us, we would like to thank everyone – our partners, suppliers, customers and our brilliant people – for their unwavering passion and support this year.   We wish you all a peaceful festive season filled with laughter, love and conviviality – and a very prosperous 2025.    From all of us at The Absolut Group, have a wonderful time. Enjoy! #conviviality

Turning ocean plastic into a valuable currency – a long-term partnership between Malibu and Plastic Bank continues   Earlier this year, Malibu renewed its long-term partnership with Plastic Bank to support the build-up of waste management infrastructure in low-income communities in the Philippines. Meanwhile, thousands of people in the area get access to secure income and social benefits through Plastic Bank’s plastics collection and recycling program.   The idea behind Plastic Bank is simple. It recruits collectors who gather plastic waste for recycling from local beaches, riverbanks, neighborhoods, and households. In return, collectors get paid for the plastic they recover.   Founder David Katz says that the idea came from his realization that people simply wouldn’t throw away plastic if it had any actual value to them.   Since its inception, Plastic Bank has prevented the equivalent weight of over 6.5 billion bottles from entering the ocean and the collection community has gathered more than 51,000 members.   Now, Malibu and Plastic Bank aim to prevent an additional 40 million plastic bottles from ending up in the ocean and, in doing so, contribute to the development of a plastic recycling ecosystem in the area.   Read our full interview with Plastic Bank founder David Katz here: https://lnkd.in/dP6UqXU2   #Malibu #PlasticBank #PlasticWaste #OceanPlastic

Embracing festival culture to be the spirits brand of today – and tomorrow   Absolut has been collaborating with Tomorrowland electronic music dance festival since 2017 – an initiative that began in Belgium but has now expanded to Brazil and beyond.      As the official vodka of Tomorrowland, we are more than a sponsor. We support on-the-ground initiatives – such as tackling loneliness and safety at its marquee Belgium festival – demonstrating both partners' dedication to making a real, tangible impact. Our partnership with Tomorrowland is special, rooted in a shared goal of creating a more diverse and inclusive tomorrow through the universal language of music. United, we care. United, we dance! You can learn more about our partnership with Tomorrowland here: https://lnkd.in/dSacdY9j #absolutvodka #tomorrowland #unitedwedance #borntomix

Beefeater takes its London spirit to India for its first-ever campaign Beefeater has launched its first-ever campaign in India – Love the Red – injecting energy and colour into the country’s emerging gin scene. Embracing the vibe and spirit from Beefeater’s original Spirit of London concept launched four years ago, the socially driven campaign is targeting city professionals looking to kick-start their fun nights out in a fresh way. Read more on the campaign from Carlotta Colkin, Director of Global Comms & Content at The Absolut Group (TAG) and Bikram Bindra, Global Content & Creative Strategist at TAG: https://lnkd.in/dftWA6-M

There are baubles, and then there are Kahlúa Espressohoho Martini Baubles!    Just in time for the festive season, Kahlúa has partnered with Salma Hayek Pinault to launch the limited-edition Espressohoho Martini Bauble — a unique drinkable ornament designed to spice your tree up in dramatic style, with everyone’s favourite seasonal cocktail: the Kahlúa Espresso Martini!   12 limited edition baubles are available via auction on Kahlúa’s Espressohoho_Baubleshop eBay page for one week only (available to UK bidders only).   Refillable and reusable, the baubles caused a stir yesterday after Salma Hayek Pinault posted a picture of the delicious addition to her 2024 Christmas tree décor in an Instagram post.    Salma partnered with Kahlúa in 2023 to support the Coffee for Good initiative, which benefits the coffee farming community in her hometown of Veracruz, Mexico’s finest coffee-growing region and (not so coincidentally) the birthplace of Kahlúa.    All proceeds raised from the Espressohoho Martini Bauble auction support Kahlúa’s Coffee for Good initiative, promoting sustainable, long-term agricultural practices, increasing the demand for Veracruz’s premium coffee.   “While Christmas is about comfort and tradition, sometimes the festive spirit needs a bit of a shake-up — and that’s exactly what our Espressohoho Martini Baubles deliver,” says Craig van Niekerk, VP of Marketing for Kahlúa. “We’re delighted to have Salma Hayek Pinault’s support as a long-time lover of Christmas décor to help us spread the magic this festive season.” #StirUp #Kahlua #EspressoHoHo #Decorations

Did you know an entire kitchen can be built with Mezcal byproducts? Many people don’t – at least not anymore.    To make sure these long-standing sustainable techniques aren’t forgotten, mezcal producer Del Maguey has been holding workshops where younger generations of architects and construction students are shown how to turn byproducts from mezcal production into durable adobe building bricks.    “This application is fading as younger generations turn to modern construction materials,” Gabriel Bonfanti, Head of Sustainability at Del Maguey explains. “It’s older generations who have the knowledge that adobe captures the cool in the summer, and keeps you warm in the winter.”   In Las Milpas, Oaxaca, Del Maguey showcased the effectiveness of these bricks by building a smokeless kitchen from adobe. Other projects include constructing a two-meter high, 7,500 square meter patio from these materials in San Luis del Rio.    You can learn more about how Del Maguey is turning byproducts from its single-village Mezcals into valuable sustainable construction materials here: https://lnkd.in/g7nvpP6f #Mezcal #DelMaguey #adobeblocks

Malibu’s 'Don’t Drink and Dive' Campaign Returns with a Winter Message   As a continuation of the efforts to promote responsible drinking and safety near water, Malibu’s “Don’t Drink and Dive” initiative is back this winter – addressing the fact that over one in four winter drownings in the UK involve alcohol.    Partnering with Royal Life Saving Society UK - RLSS UK, the campaign raises awareness of the dangers near inland waterways, even during colder months. And it’s an important issue to raise. According to RLSS numbers, 73 percent of winter drownings occur in inland waters, and 9 in 10 winter drownings occur when people don’t even intend to be in the water.    Building on the success of the summer campaign, last night Malibu installed lifeguard towers in London, Manchester, and Bristol. There, trained lifeguards offered tips and safety advice to get people talking, thinking, and drinking differently around water during the holiday season.    The campaign's dedicated lifeguards wore a limited-edition festive jumper from Tom Daley's “Made With Love” knitwear brand. And this week, alongside a paid social media campaign, a series of Malibu influencers will also bring the ‘Don’t Drink and Dive’ festive message to life, showcasing the jumper in entertaining but cautionary content. Jumpers are available to purchase, with all proceeds going to RLSS UK to help fund essential water safety initiatives across the country.   Tom Daley says: “Alcohol-related drowning is not just a summer issue, it's also a real problem during the winter months which many might not consider. With more than 1 in 4 drownings in winter involving alcohol, it's important to spread the word on this issue and encourage everyone to stay safe near water, particularly as we approach the festive season.”   #ResponsibleDrinking #WaterSafety #RLSSUK #DontDrinkAndDive

Meet Lovisa Severin Kragerud, Archivist and Chief Storyteller at The Absolut Group   Lovisa joined TAG almost seven years ago to set up an in-house archive function, collecting stories from the portfolio's brands’ past and present. It is, in all aspects, a perfect match for an archivist who loves history and good stories.   What does a Chief Storyteller do at work?   "Here at TAG, it’s like being a historical consultant. Colleagues and external stakeholders ask me all sorts of questions about our brands’ history, how society looked in the past, and in which context our previous campaigns were created."   Can you tell us about an exciting project you have worked on recently?   "In July, I was interviewed for two days by Sveriges Television, the Swedish national public television broadcaster, for an upcoming show about Nordic Design in the last century. In one of the episodes, the iconic Absolut Vodka bottle will be one of the stars of the show, so I had the opportunity to show some gems from the archives, like the original sketches, bottle prototypes and some of the iconic Absolut ads. We got to tell the amazing story of how a vodka bottle became the hero of a 25-year-long advertising campaign."    What’s the biggest discovery you’ve made so far?   "While digging through the Kahlúa archives, I found two Pre-Colombian figurines that were used in Kahlúa’s advertising during the 1960s to 1980s. After some research, we found out that they were 2500 years old, and that they were from the cultural tradition of “Tumbas del Tiro”, present between 300 BC and 600 AD in the western region of Mexico."   What happened to the artefacts? "We decided that we wanted to repatriate the two figurines to the Mexican State where they belong. They are now safe and sound in Museo Nacional de Antropologia in Mexico City. After the ceremonial handover, held at the Mexican Embassy in Stockholm, I was interviewed by the Wall Street Journal, as it turned out that we were one of very few companies that have ever initiated a repatriation of historical artefacts. Sadly, it’s much more common for museums and companies to hold on to objects that rightfully belong to other countries. Handing over these artefacts was probably the proudest moment – and the biggest relief – of my career."   Do you have a favourite cocktail? "I love an Absolut Nordic Spice Sour with fresh raspberries. It might sound weird, but the cardamom and raspberries marry perfectly."

Better for employees, better for the environment and better bottling: inside Monkey 47’s new bottling and warehousing facility. The move to an all-new purpose-built facility last year came with several benefits, ranging from sustainability gains to new advanced equipment. Find out more about the success of the new bottling plant in our quick facts! #Monkey47 #Production #Operations

The Other Half: Staying true to Warhol’s belief that creativity should be for all! Inspired by Warhol’s rediscovered ‘blue’ painting, Absolut is opening an interactive digital exhibition in Shanghai’s K11 Art Mall – giving would-be artists the chance to design the ‘other half’ of our iconic bottle painted by Andy Warhol more than four decades ago. The exhibition also showcases artwork from the super talented Rong Bao, including her interpretation of ‘the other half’, as part of our commitment to support young underrepresented talented artists. Christine Lin, Marketing Manager, Creative Content at Absolut, explains the rationale behind the idea and why China’s first Art Mall is the perfect venue: https://lnkd.in/dNNRTqS7