Absolut Abroad – opinion leader communications
In 2013, Absolut Vodka initiated the world’s first bartender exchange program, Abroad by Absolut International Guest Bartending. Every year, the patron brand of international bar culture invites ten of Europe’s foremost bars to send their most talented bartenders abroad for two weeks, swapping their trusted local counter for a high-proof away experience. Participants spend two weeks in a different city to learn all about local drinking culture, regional ingredients, and the bar’s in-house mixing concept from the head bartender.
Barkeepers have always played a vital role in the Absolut story since it was their support that made the brand an icon. With Absolut Abroad, the Swedish vodka now supports the community in return and extends its thanks to the bartenders.
K-MB took care of the creative concept, planning, and realization of the annual brand events, the selection and address of the opinion leader network, the social media concept and implementation (incl. Facebook page and community management), as well as press office duties like press releases and press photos for Abroad by Absolut.