Absolut x Tomorrowland: a trusted partnership driving cultural relevance

Held just outside of Antwerp in Belgium, Tomorrowland is one of the largest and most iconic music festivals in the world. Catering to all genres of electronic dance music, the Belgium festival attracts 450,000 people from over 200 countries over two weekends; tickets sell out within minutes of going on sale year after year.

Today, the collaboration is more than one event. We caught up with Annika Skohg, Global Marketing Manager, Experiences & Partnerships, to discuss how Absolut’s partnership with Tomorrowland has evolved and why its limited-edition bottle for the Belgium festival is extra special this year.

How did the partnership with Tomorrowland start?

Absolut first partnered with Tomorrowland Belgium in 2017 through a local sponsorship level with Pernod Ricard Belgium. As a brand with a deep-rooted and long-standing association with creativity, diversity and inclusion, it aligned with Absolut’s values. This association continues to manifest itself today through our Born to Mix campaign, which emphasises our passion for progressing societal change and making a positive impact by creating connections beyond differences.

Two decades on from its first event in 2005, Tomorrowland has morphed into a global movement, with people from all over the world coming together, creating a cosmopolitan and inclusive experience. The festival has expanded from its main event in Belgium to locations in France, Brazil, Dubai and Colombia. For Absolut, what began as a minor activation has grown into a 360-programme, with more than 10 markets activating across all the touch points – from social to digital, to off-trade and on-trade, on-site and influencers.

This is no ordinary festival partnership – the mutual trust and shared values have brought us this far and will continue to drive us forward

How has the partnership with Tomorrowland evolved over the years?

We quickly identified that we have a lot of common ground between us. We share a lot of values, as reflected by our Diversity & Inclusivity Committee, and we take a truly collaborative approach. Together, we drive initiatives to elevate the festival and make it feel authentic to our audience. We are always striving to improve our initiatives by taking different approaches – as we have with this year’s limited-edition bottle. Instead of using an outside agency, we have worked directly with TML to leverage its creative expertise.

Tell me more about this year’s limited-edition bottle?

For the first time, we’re launching a collection of three bottles as a Tomorrowland limited edition set. We wanted to bring something new to consumers, both in the way of a collection, but also in the way the bottles tell a story. The designs are inspired by Tomorrowland’s chosen theme for 2025, ‘Orbyz’, which revolves around a hidden community that has thrived for many years beneath a gigantic ice cap. This collaboration is particularly special because, while Tomorrowland sometimes releases limited editions with various partners, it has never allowed a brand to incorporate its annual global theme into a product before. Our bottle collection features a stunning 360° design showcasing each ‘Orbyz’ mainstage theme from 2025. With innovative frost glow and metallic inks, we are bringing a piece of the magic of Tomorrowland through our bottle. We think it’s a showstopper that truly stands out! Our markets will be selling this as a collection, but you can buy them individually if you want to.

For the first time, we’re launching a collection of three bottles as a Tomorrowland limited edition set

You mentioned the Diversity & Inclusivity Committee. Where did the idea for such a committee come from?

In 2021, we established United We Dance – a co-created platform that brought the values it shared with Tomorrowland to life. This was central to our mission to create a more diverse and inclusive tomorrow through the universal language of music. A year later, we initiated a reverse line-up campaign. When TML announced its first artists for the festival, we deliberately spotlighted six underrepresented artists through creative videos across social, press and other channels – giving them a global spotlight. We soon came to realise that not only did we have an opportunity, but a responsibility to start taking on certain D&I issues to drive tangible change. This led, in 2023, to forming a Diversity & Inclusivity Committee, with a mission to inspire the festival industry and the broader world to create a more equal, diverse tomorrow by choosing a theme to drive awareness every year.

What social theme has the Diversity & Inclusivity Committee chosen this year to drive awareness?

Each year, our partnership’s Diversity & Inclusivity Committee drives awareness with meaningful actions on a highly-charged topic relevant to festivalgoers. In 2023, the committee chose a theme of tackling festival safety with a dedicated care team on-site to complement its existing first aid and security teams. Such was the response that similar social care provision is now embedded in Tomorrowland’s protocols as an organisation.

Last year, the committee, with the World Health Organisation declaring loneliness a critical global health threat, chose the theme of loneliness. The response to our activations to address the issue (which included cultural exchange speed dating, a huge breakfast and a six-episode podcast series) was impressive and shows that we are driving real positive change. Our social content reached 3.2 million people and generated engagement from 196,000 people. Tomorrowland also published the podcasts on its YouTube channel, attracting 11 million viewers. One festivalgoer said, “Wow! This podcast is so powerful, hearing big DJs express their personal struggles and how they go through them. Makes me feel less alone”. This was typical of the overwhelmingly positive feedback we got, and so, in light of our success in 2024, we have decided to stick with the theme of loneliness for 2025. The activation details have yet to be finalised, but last year the breakfast was everyone’s favourite!

Tomorrowland has never allowed a brand to incorporate its annual theme into a product before – it’s special

How does the partnership drive cultural relevance?

Our collaboration is about being part of contemporary culture rather than Absolut selling a product. We have just finished some extensive quantitative research across key markets to establish the global impact of the Absolut partnership with Tomorrowland. And the data indicates that the partnership has fostered a positive brand image, with consumers associating Absolut with feelings of authenticity, trust and cultural relevance. Our brand awareness among festivalgoers continues to increase.

How do Absolut’s activations differ across the different Tomorrowland events?

For all our activations, our priority is to keep the consumer at the centre. We want to ensure that we are elevating their festival experiences by delivering unique, memorable initiatives that leave them with a lasting memory. But how we activate can differ depending on the festival set-up and consumer needs of the markets. At Tomorrowland Winter in Alpe d’Huez, for instance, our priority is to elevate the consumer’s cocktail experience on-site, ensuring they enjoy something truly unique. For Tomorrowland Brazil, we’ve crafted a holistic ‘360 plan’ that prioritises the consumer journey across multiple touchpoints, including a large-scale on-site activation packed with added value. Additionally, we engage with local artists to amplify our D&I message both before and after the festival. For Core Columbia this year, our focus was on providing a memorable on-site activation that offers tangible benefits for consumers. And at Terra Solis in Dubai, we’re committed to enhancing the cocktail experience year-round, with monthly events designed to engage consumers through ticket competitions and other exciting initiatives that scale their overall experience.

What’s next for Absolut x Tomorrowland?

Tomorrowland will continue to complement Absolut’s collaborations with other festivals such as Coachella, where it is the official vodka of the Californian music festival. The template has been set, and 2025 is set to be another busy year of activations as we look to cement and expand our footprints at Tomorrowland across the world. This is no ordinary festival partnership. We are not just collaborators – we’re trusted colleagues and close friends with shared values. This year, Tomorrowland has asked us to come up with the official cocktail for its Belgium festival – they are benefiting from our mixology expertise, in the same way we are benefiting from their creative skills for the limited-edition collection. It is this mutual trust and shared values which have brought us this far and will continue to drive us forward. We can’t wait for 2025. It is set to be a big year when we will bring this collaboration to an even higher level.