Marking its 10th year as the Official Vodka of Coachella, Absolut is extending the festival experience into the metaverse with Absolut.Land, a one-of-a-kind blended activation by a liquor brand at a live event.
Absolut’s new virtual destination
Absolut’s new virtual location, Absolut.Land, is open to anybody (21+), anywhere, and at any time, allowing them to mix with others whether in person or across the globe. This must-see event combines art, fashion, music, and, of course, cocktails to bring friends together in person and/or online to celebrate their shared passion for festival culture.
“As a brand born to mix, Absolut is focused on bringing the world together through shared experiences and empowering social interaction that unlock a sense of belonging – no matter who you are or where you are in the world,” said Pam Forbus, SVP, Pernod Ricard North America’s Chief Marketing Officer.
“We’re so excited to launch Absolut.Land as a space of belonging for everyone!” says the company. “To reach our consumers everywhere, the metaverse was a logical evolution, and we’re so excited to introduce Absolut.Land as a space of belonging for all!”
Plus, the ability to use Human Connections to unearth surprises like secret Absolut bottle collectibles, product promotions, and unique metaverse experiences. With the newly released Susan Alexandra for Absolut Collection, festival-goers will be able to unlock one-of-a-kind avatar accessories from the cult-favorite, whimsical handbag and jewelry company Susan Alexandra over shared virtual beverages.
Avatars in the area will also be able to find and use secret portals that could “teleport” spectators to Coachella Valley for an in-person VIP experience during the festival’s second weekend.
Absolut also pays homage to its one-source Swedish heritage
Absolut also pays homage to its one-source Swedish history by collaborating with headliner Swedish House Mafia, who are making their highly anticipated ten-year comeback to the festival stage.
The supergroup’s new album, Paradise Again, will be played on a bespoke jukebox within Absolut.Land when it drops on April 15. The album inspired the Absolut x Swedish House Mafia Paradise (Again) Paloma, which music and cocktail fans may find in the metaverse, onsite at the festival, or at home with a specialty drink kit available for a limited time. Fans can not only have a virtual drink, but they can also order this cocktail to be delivered right to their door via an Absolut.Land vending machine.
Swedish House Mafia – Axwell, Steve Angello, and Sebastian Ingrosso – said, “We wanted to mix with our fans in a way that’s truly new and unusual, and what’s bigger than the metaverse.”