• by Teresa Buyikian , October 22, 2024

Absolut has launched a new entertainment collaboration, one which promises to bring friends together for a “wicked” good time.

The brand recently announced it had signed on as the official spirits partner of “Wicked,” the upcoming Universal Pictures release based on the hit Broadway musical.

Launched earlier this month, the “Wicked” collab offers fans a new branded cocktail kit, recipes and experiential events at bars, restaurants and liquor stores leading up to the film’s nationwide release on Nov. 22.

"Absolut's partnership with ‘Wicked’ invites fans to mix it up with unexpected friendships and cocktails with the ultimate Wicked entertaining experience, celebrating self-discovery and acceptance, core themes of our brand DNA," said Reshma Dhati, senior brand director for Absolut in the release. "We hope to bring together friends to join in the excitement of … the film's enduring lesson about the power of inclusion."

The “Wicked Cocktails Straight from Oz” cocktail kit contains recipes and ingredients for the Absolut Kahlúa x Ozspresso Martini, Absolut x Ozmopolitan, Malibu x Popular Pink Punch, Skrewball x Thrillifying Nutty Elixir, in addition to the Absolut x Wickedly Dirty Martini, a specialty green cocktail. The kit itself is packed in a specially branded “Wicked” box with an Emerald City bright green motif.

Along with the liquor and recipes, each kit includes a Fandango code that can be used for the purchase of a movie ticket to see “Wicked” in theaters. One fan will get a chance to win a trip for two to the “Wicked” premiere in Los Angeles, including  airfare and two-night hotel accommodations. The cocktail kits are now available online at CocktailCourier.com for $155.99. Those who upload a picture of their favorite “Wicked” cocktail will get a chance to win the premiere tickets.

Absolut parent Pernod Ricard will hold various activations at “Wicked” premieres and in bars and restaurants across the country.