Absolut Vodka gathered a crowd January 19 for a grand tasting on the Fontainebleau Miami Beach's back lawn to debut its new flavor, Absolut Miami. Joining other cities, including New Orleans, Los Angeles, Boston, and San Francisco, the South Florida destination is the latest location to receive the boozy tribute from the Pernod Ricard-owned brand.
“Honoring Miami was a logical next choice, as both the city and Absolut Vodka share a passion for the arts, nightlife, cultural diversity, the LGBT community, and music,” said Sarah Bessette, director of spirits public relations for Pernod Ricard U.S.A. The new product is designed to represent "everything that makes Miami a top destination for world travelers, party-goers, and nightlife aficionados."
To spotlight the new spirit, which is infused with passion fruit and orange blossom flavors, the launch offered three different cocktails for guests to try, paired with passed desserts like flavored marshmallows and passion fruit cheesecake, provided by the Fontainebleau.
DJ Ross One spun tunes before Santigold took to the stage for a lively, 30-minute performance. For Absolut, tapping the singer-songwriter to provide live entertainment was key to its marketing strategy. “We are becoming more intricately involved with bringing exceptional music-oriented experiences to our consumers and party guests,” Bessette said. “Our consumers are passionate about music, and Santigold brings it with her fun dance beats and catchy tunes.”
