ABSOLUT® TAPS PARIS HILTON TO BRING BACK THE COSMO WITH NEW COLLAB

Rhea-AI Summary

Absolut has partnered with Paris Hilton and her media company, 11:11 Media, to reintroduce the Cosmo cocktail in popular culture through a new drinkware collection. The collection, called the Absolut x Paris Hilton Cosmo Collection, includes blush pink, hand-blown martini glasses and an insulated cocktail shaker, available exclusively on Amazon. This collaboration was teased earlier at Coachella and marks Paris Hilton's first foray into drinkware. The promotion highlights the Absolut Citron-based Cosmo cocktail, a staple since the '80s, and aims to inspire new Cosmo-inspired celebrations this summer. Prices for the drinkware range from $25 to $29.

Positive

• Partnership with Paris Hilton enhances brand visibility and appeal.
• edition drinkware collection exclusively available on Amazon, potentially driving sales.
• Strong historical association with the iconic Cosmo cocktail since the 1980s.
• Promotional events like Coachella create buzz and consumer engagement.
• Competitive pricing ($25-$29) makes the products accessible and attractive to a broad audience.

Negative

• No new financial data or revenue forecasts provided.
• Focus on drinkware may not significantly impact long-term stock performance.
• High dependency on celebrity endorsement; potential risk if partnership wanes.
• Does not address any market competition or differentiation from other vodka brands.

Two icons come together to celebrate the comeback of the Cosmo in culture with new Cosmo-inspired drinkware collection

NEW YORK, June 11, 2024 /PRNewswire/ -- Absolut is officially announcing its brand partnership with artist and businesswoman Paris Hilton and her next-gen media company, 11:11 Media, as two icons bring back the Cosmo in culture through a new drinkware line, music and events.

As the Official Vodka of Coachella, Absolut and Paris gave fans an easter egg of the collaboration at the ultimate mixing grounds with her surprise appearance at the Absolut.LAND activation, and now, the Sliving Cosmo festival serve is getting a new drinkware glow up to enhance everyday happy hours. Introducing the Absolut x Paris Hilton Cosmo Collection – an all-new blush pink Cosmo-inspired drinkware line available exclusively on Amazon starting today. Building on Paris' best-selling cookware line, the collection marks Paris' first foray into drinkware that includes three styles of short-stemmed, hand-blown martini glasses available in a set of two ($29), as well as an insulated pink cocktail shaker with gold accents and a gold jigger ($25).

"From teaming up with Absolut for my first live show last summer through personal celebrations and professional events this year, I'm so excited to announce my new drinkware line designed to be enjoyed with an Absolut Cosmo," said Paris Hilton, CEO of 11:11 Media. "Let's slive our best life this summer by bringing the Cosmo back – whether entertaining at home or at one of my upcoming shows."

Crafted using Absolut Citron with its fresh, real citrus flavor, the Absolut Cosmo is a light and refreshing cocktail that can be sipped casually at home, yet sophisticated enough to be at the center of any event. Absolut Citron is part of the history and culture of the Cosmo going back to the '80s, and now decades later, this cocktail continues to be an icon. While you can make the Cosmo with different flavors of Absolut like Wild Berri or Watermelon as a versatile cocktail, the classic is made with Absolut Citron.

"The Absolut Cosmo is an iconic cocktail for a reason, and with its latest resurgence, we're thrilled to be partnered with Paris Hilton to bring the timeless allure of the cocktail to life through this new drinkware collection," said Matt Foley, VP of Marketing, Absolut. "As a brand born to mix, Absolut looks forward to bringing people together this summer over Cosmo-inspired celebrations."

To purchase the Absolut x Paris Hilton Cosmo Collection and learn more about Cosmo recipes, please visit www.absolut.com/en-us/Cosmo and follow @AbsolutUS.

ABSOLUT SLIVING COSMO
1 1/2 Parts Absolut Citron
3/4 Part Triple Sec
3/4 Part Cranberry Juice
3/4 Part Lime
Garnish with orange twist
Fill a shaker with ice cubes. Add all ingredients. Shake and strain into a cocktail glass. Garnish with an orange zest twist.

ENJOY RESPONSIBLY. ABSOLUT^® VODKA. PRODUCT OF SWEDEN. 40% ALC./VOL. DISTILLED FROM GRAIN. ©2024 IMPORTED BY ABSOLUT SPIRITS CO., NEW YORK, NY.

ABOUT PERNOD RICARD USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo and Brancott Estate; and such exquisite champagnes and sparkling wines as Perrier-Jouët Champagne, G.H. Mumm Champagne and Mumm Napa sparkling wines.

Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.

ABOUT 11:11 MEDIA
11:11 Media is a global, next-gen entertainment company at the center of pop culture – connecting content, community, and commerce – founded by Paris Hilton and entertainment industry veteran Bruce Gersh in 2021. The company spans a broad array of businesses including film, TV, audio, music, books, consumer products, digital and web3, with passion points around lifestyle, fashion, beauty, wellness, art, travel and more. Elevating brands, building communities, and driving social impact through the power of storytelling, experiences, and products is the core mission of 11:11 Media.

CONTACT
Joanna Manning | joanna.manning@pernod-ricard.com
Weber Shandwick | wswnycabsolut@webershandwick.com

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SOURCE ABSOLUT

FAQ

What is the Absolut and Paris Hilton collaboration about?

The collaboration introduces a new drinkware collection inspired by the Cosmo cocktail, available exclusively on Amazon.

When was the Absolut and Paris Hilton partnership announced?

The partnership was officially announced on June 11, 2024.

What is included in the Absolut x Paris Hilton Cosmo Collection?

The collection includes blush pink, hand-blown martini glasses and an insulated cocktail shaker with gold accents.

How much does the Absolut x Paris Hilton Cosmo Collection cost?

The martini glasses are priced at $29 for a set of two, and the cocktail shaker is priced at $25.

Where can I buy the Absolut x Paris Hilton Cosmo Collection?

The collection is available exclusively on Amazon.

What ingredients are in the Absolut Cosmo cocktail?

The Absolut Cosmo includes Absolut Citron, Triple Sec, Cranberry Juice, Lime, and is garnished with an orange twist.