Integrated Annual Report FY24

USA

Throughout the year we brought unforgettable experiential programming to consumers across the USA, driving new brand lovers to our portfolio while engaging with our loyal brand fans.

Absolut at Coachella

Absolut returned as the Official Vodka of Coachella Festival this year, uniting the worlds of music, fashion and culture through a one-of-a-kind activation. Leading the way was the brand’s “Journey to the Cosmos” experience, a double entendre paying homage both to the iconic Cosmopolitan cocktail - made with Absolut, and the brand’s new digital experience.

The activation blended the real and digital worlds, bringing both an on-site presence at the festival and a metaverse execution for those who couldn’t be there in person. Designed to mirror the real-life experience of the Absolut tent at Coachella, Absolut.LAND featured music, dance, exclusive rewards and interactive mixology.

Absolut also teamed up with actor, comedian and podcaster Matt Rogers to release a video series of conversations with experts in fashion, music and culture. Weekly episodes of “Mixing It Up: Cosmos & Culture” saw Rogers joined by special guests including Wayman + Micah, Chrishell Stause and Vanessa Vanjie Mateo - and could be watched via the metaverse experience.

The results speak for themselves as we hosted over 24,000 consumers on-site at the festival activation. Earned media results netted 81 placements totalling 2 billion impressions (+39% YOY) with an $18 million ad value. Festival depletions⁽¹⁾ for Absolut exceeded the 2k incremental case point with Ocean Spray RTD cocktails at 1,500 incremental cases (+632 RTD cases from the Absolut RTD range in 2023).

By seizing on the vibrance of Coachella where trends are set for the year, Absolut.LAND converged art, fashion, music and of course, cocktails to bring people together at the ultimate mixing grounds.