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Absolut Vodka, a brand of Purchase, N.Y.-based Pernod Ricard USA, has expanded its partnership with Swedish House Mafia in support of the band’s last global tour, “One Last Tour.”
The sponsorship, which will run from now until March 2013, aligns with Swedish House Mafia’s track and music video, “Greyhound,” created exclusively for the Absolut Vodka brand as a kick-off to last year’s initial partnership.
Jonas Tahlin, VP Global Marketing at The Absolut Company, raved about the expanded partnership during the band’s final tour, noting that “Music and cocktails go hand in hand, and we look forward to elevating an amazing music experience for more than 500,000 people around the world,” Tahlin said.
Absolut will also arrange exclusive pre-parties and after-parties in selected cities; conduct exclusive interviews; and arrange meet and greet sessions for fans. Additional promotions include advertising, digital activation and exclusive in-venue/on-site consumer experiences.
“When we opened Coachella with Greyhound, it felt like the world would lift off,” said members of Swedish House Mafia. “Our collaboration with Absolut has been incredibly creative, and we are excited to see the relationship grow.”
Consumers can make their own remix versions of Greyhound by visiting Absolut’s website.
Pernod Ricard USA is the largest subsidiary of Paris-based Pernod Ricard SA, which employs more than 18,000 people worldwide. The company’s spirits and wines include such brands as Absolut Vodka, Chivas Regal Scotch Whisky, Jameson Irish Whiskey, Malibu, Kahlúa Liqueur, Jacob’s Creek and Brancott Estate, among others.