Absolut Vodka launches new global campaign

Absolut Vodka has launched a fresh phase of its global creative and cultural platform, “Born to Mix – World of Absolut Cocktails,” spotlighting the vibrant synergy between dance and cocktail culture. The new campaign fuses mixology with movement, celebrating both as powerful forces of self-expression and social connection.

At its heart is a high-energy hero film choreographed by internationally acclaimed Shay Latukolan and directed by renowned music video visionary Henry Scholfield. The film features a diverse group of world-class dancers bringing iconic Absolut cocktails to life through stylized dance battles, from the sultry sway of the Cosmopolitan to the fiery flair of the Spicy Bloody Mary.

Set to a bold new cover of En Vogue’s “Free Your Mind” by rising artist Channel Tres, the soundtrack underscores the campaign’s message of creative liberation and cultural blending. This creative collaboration reflects how 42 percent of U.S. adults engage in dance, highlighting its relevance as a cultural force akin to mixology.

Deb Dasgupta, VP Global Marketing at Absolut Vodka, explains, “With Born to Mix – World of Absolut Cocktails, we’re not just honouring our legacy of cultural change, we’re elevating it. Dance is the ultimate act of mixing – raw, real, and expressive.”

The campaign, which launches first in the UK, will soon expand across more than 20 markets including Germany, Brazil, China, France, Poland, and global travel retail. It will include the hero film, a remix track, and engaging “How to Mix” content aimed at inspiring audiences to explore Absolut cocktails at bars or at home.

Absolut’s innovative spirit in mixology dates back to the launch of the first flavoured vodka, Absolut Peppar, in 1986, and its cultural contributions have helped define cocktails like the Cosmopolitan. With Born to Mix, the brand once again positions itself as a catalyst for cultural and social mixing from bar tops to dance floors worldwide.