Vodka brand Absolut. has launched a new collaborative product, the Absolut Vodka TABASCO® Flavored Spirit Drink, in partnership with iconic hot sauce brand TABASCO®. To mark the release, the brand has created the limited-time 10-day Absolut Volcano Base at the North Plaza of West Bund Dome Art Center in Shanghai. As a cross-over event that blends classic flavors with avant-garde attitudes, the Absolut TABASCO® collaboration not only offers cocktail lovers imaginative new inspiration for creative mixing and drinking, but also naturally extends the drinking experience to outdoor spaces. Under the brand proposition “The World Burns, But I Stay Unbothered”, it delivers a seamless day-to-night lifestyle feast centered on laid-back, unrushed enjoyment.
At the event site, a several-meter-tall giant immersive Absolut Volcano installation stands at the center of the lawn of the West Bund Dome Art Center, instantly becoming the visual focal point of the entire West Bund area. The large screen built into the giant volcano loops themed campaign videos, paired with “lava” design elements that spread naturally across the ground. This striking visual presentation echoes the bold, spicy flavor profile of the Absolut TABASCO® product. In an outdoor setting where lush greenery intertwines with the “scorching” visual atmosphere, the avant-garde design languages of both Absolut Vodka and TABASCO® blend perfectly with the widely embraced laid-back lifestyle philosophy of the moment. The event carries forward the distinct brand identities of both labels in an open natural environment, and delivers a lifestyle concept of being spontaneous, bold and unbound by conventional rules to young urban audiences.
Beyond the stunning visual and interactive experiences, the Lava Bar located at the core of the venue has become a must-visit spot for spirits and food lovers. To showcase the unconventional food-pairing potential of Absolut TABASCO®, the bar not only serves signature cocktails made with the collaborative spirit as the base, but also specially partnered with Hanok, a pioneering Shanghai bistro and bar. The collaboration breaks the traditional boundaries of cocktail drinking scenarios, and has jointly developed a full lineup of limited-edition all-day food and drink sets. Absolut Vodka has accurately tapped into the Bistro dining trend that is hugely popular among modern urbanites, allowing consumers to fully immerse themselves in the crisp, smooth profile of Absolut Vodka and the signature spicy kick of TABASCO®, while enjoying a one-stop laid-back experience that combines perfectly paired cocktails and curated food.
This offline debut of the Absolut TABASCO® collaboration is far more than a simple flavor collision between Absolut Vodka and TABASCO®. It further demonstrates Absolut Vodka’s consistent dedication to flavor exploration, cultural cross-over and lifestyle expression. Moving forward, Absolut Vodka will continue to break boundaries, and bring more cutting-edge, diverse and one-of-a-kind surprises to every social gathering moment for consumers in China.
FAQ
Q: Where is the offline pop-up event for the Absolut Vodka x TABASCO® collaboration hosted?
A: The event is located at the North Plaza of the West Bund Dome Art Center in Shanghai, running for 10 days as the limited-time Absolut Volcano Base experience space.
Q: What unique experiences does the Lava Bar at the event offer?
A: The bar serves signature cocktails made with Absolut TABASCO® as the base spirit, and has also partnered with pioneering Shanghai bistro Hanok to launch a full range of limited-edition all-day food and drink sets, delivering a complete one-stop experience that pairs curated cocktails with matching food.
Source： NOWRE
