Absolut Vodka is launching Absolut Tune today, a fusion of white wine and premium vodka. The unexpected blend brings a fruit-forward Sauvignon Blanc from the world-renowned Marlborough region of New Zealand and Absolut vodka.
The brand says Absolut Tune will "shake up champagne flutes at premium bars, restaurants, hot spots and retailers in select U.S. cities this fall."
“As a brand that prides itself on innovation and cutting-edge collaborations, Absolut Tune fits strategically into some important consumption occasions in our consumers’ lives and allows us to be even more competitive in both the nightclub, bar and retail space,” said Maxime Kouchnir, Vice President, Vodkas, Pernod Ricard USA. “Delivering sophistication, edge and the premium-ness our fans look to Absolut to deliver, Absolut Tune is a perfect complement to our ever-expanding portfolio.”
To embody the stylish duality of Absolut Tune, two in-the-know women with show-stopping style and a serious taste for fun are bringing the dynamic combination to life: fashion designer Charlotte Ronson and singer-songwriter style icon Solange Knowles.
· The fashion industry’s quintessential “it-girl” and a leading force in international fashion, Charlotte Ronson brings the Sparkle to the Absolut Tune campaign with her effortlessly chic and whimsical sense of downtown style and fun.
· Ultra-hip Solange Knowles delivers the Spirit to the Absolut Tune campaign as a talented singer-songwriter and DJ, well-known for her fresh and muse-worthy personal style.
As the Sparkle and Spirit of ABSOLUT TUNE, tonight Charlotte and Solange are hosting two lavish and unique parties simultaneously at Le Bain and Top of the Standard at New York’s swanky The Standard Hotel.
The celebration will continue as Ronson and Knowles jet-set down to Miami to host a second launch event on November 13, 2012, bringing with them their inherent Sparkle and Spirit; Knowles with her grace and glamour, and Ronson with her spot-on knack for style.
The launch is accompanies by a digital web series featuring Absolut Tune, Ronson and Knowles. Filmed by and featured on Refinery29, the digital cornerstone of fashion, beauty and shopping for a new generation, the videos will showcase an intimate glimpse at both Ronson’s and Knowles’ personal and professional lives and styles, as inspired by Absolut Tune.The bottle features an outer sleeve that tears away as if unzipped, thus revealing an ornate black and gold glass bottle. The body encompasses the chic silhouette of champagne and the classic script of Absolut.