ABSOLUT VODKA LAUNCHES STUDS AND LEATHER PACKAGING
ABSOLUT, which arrived on the Vodka scene in the late 70′s has a long tradition of creating inspiring and eye-catching special versions of its iconic bottle. This new pack, which presents the bottle in studded faux black leather, is no exception and is perhaps the most outlandish yet.
Over the decades, the rock genre has been responsible for some odd, eccentric and unforgettable back stage requests. Known as ‘riders’, these are ego-driven diva demands made by artists when performing live on tour around the world. From huge stadia, to dingy secret clubs, from Reading to King Tut’s, dressing rooms have played host to kittens and chimpanzees while an army of people have ensured that life-size cut-outs and wig rooms are prepared exactly to the artist’s requirement.
“ABSOLUT has been an integral part of rock culture, having previously collaborated with Lenny Kravitz and requested on many a celebrated rock rider. ABSOLUT Rock Edition is at the heart of our ‘In an ABSOLUT World, You Rock’ campaign, which over the coming weeks will allow people to experience the life of a rock star for themselves”, said Mark Hamilton, Head of Marketing for Vodkas at Pernod Ricard UK. “They can expect to see a series of exciting activity that showcases the rock lifestyle, delivers a humorous insight into the world of backstage rider requests and ultimately draws them in to feeling like they are with the band.”
Priced from £14.99, ABSOLUT ROCK EDITION will be launched exclusively in the UK at Selfridges on 1st September 2009 before becoming available to leading supermarkets at the beginning of October.
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