Absolut Greyhound. Swedish House Mafia Style.
Say hello to Swedish House Mafia’s ‘Greyhound’ – the first music track inspired by an Absolut cocktail which kicks off an inimitable Absolut experience about drinks and music, in a global, digital launch.
Now you are able to enjoy exclusive content and make your own remixes of the Absolut cocktail themes created by Swedish House Mafia and other selected artists. From entertaining at home to hitting the clubs, the world’s most iconic vodka proves once and for all that nightlife begins when cocktails and music come together.
The multi-sensory cocktail experience is the latest addition to a repertoire of more than 30 years of creative collaborations between Absolut and leading artists in music, art and fashion, such as the recent works by Spike Jonze, Cee-Lo Green and Jay-Z, as well as previous works by Andy Warhol, Herb Ritts and Keith Haring.
“We’re adding music to mixology, and making hit tracks to go with our hit cocktails,” says Jonas Tåhlin, Vice President Global Marketing at The Absolut Company. “We always expect our consumers to remember the taste of a perfect cocktail. Now they are going to remember what it sounds like.”
No one knows more about creating a mind-blowing experience than Swedish House Mafia. “To us, the key to a great show is the fans,” says DJ Steve Angello. Axwell agrees: “It’s all about the fans and how they react to the music. That’s what determines how and what we play during our shows.” Sebastian Ingrosso picks up the theme: “Like when we played ‘Greyhound’ for the first time, it was in front of 20,000 fans at Madison Square Garden in New York City and the reaction was amazing! It gave us goose bumps.”
The exclusive content, available on Facebook, is the direct result of creative collaborations that bring together exceptional cocktails and cutting edge music artists. Swedish House Mafia, a Swedish house music group consisting of three disc jockeys and producers: Axwell, Steve Angello and Sebastian Ingrosso, is headlining the global initiative with the brand new ‘Greyhound’ – a dance-driven theme inspired by the refreshing Absolut Greyhound cocktail. ‘Greyhound’ races out of the traps and runs for about three minutes, and can be described as intensely rhythmic and powerful house music.
Absolut has also commissioned Swedish electronic pop band Little Dragon and alternative pop artist Dan Black from the UK to pen tracks over the coming months inspired by other delicious Absolut cocktails. The artists’ different backgrounds are a natural reflection of the Absolut Swedish heritage and global outlook, resulting in a mix of music styles. The goal – to echo, in sound, the mood of exquisite drinks – draws attention to the fact that a perfect cocktail experience involves all our senses.
p.s. Want to learn how make that cocktail? Here is how:
1 part ABSOLUT VODKA
3 parts pink grapefruit juice
Build over ice in a rocks glass. Garnish with a grapefruit wedge.