Absolut x Wicked x Paris Hilton: the story behind a Wicked-good mix
As Wicked: For Good hits cinemas, Absolut returns as the official spirit of the cultural phenomenon – complete with a glittering sequin-sleeve bottle, a Wicked-themed cocktail collection, and a partnership with Paris Hilton’s 11:11 Media Impact that brings purpose alongside the fun.
We caught up with Bethan Hamilton, US Brand Director for Absolut to go behind the scenes of the collaboration and explore how Absolut is bringing the world of Oz to life through cocktails, creativity, and meaningful impact.
What inspired Absolut’s return as the official spirit of Wicked: For Good and how does it build on last year’s success?
Our partnership with Wicked last year was born out of shared values: inclusivity, friendship and standing up for what’s right. But it quickly evolved into something more than just that, it became about joining forces to celebrate a shared cultural moment.
As the Wicked franchise returns to big screens in part two, there was no better brand than Absolut to bring people together for a moment of connection over cocktails as the cinematic sensation and cultural phenomenon reaches its epic conclusion.
The pink-to-green sequin bottle sleeve is instantly iconic. Where did the idea come from?
Bringing back Absolut’s iconic sequin sleeve for the first time since 2017 felt like the perfect move for a cultural moment of this magnitude. The design itself tells a story that parallels that of the film: it transforms from pink to green, representing the two key figures, how they change each other, and the magic that happens when two contrasting worlds meet.
For Absolut, the shifting and blending of colours is also an embodiment of how well our vodka mixes up any cocktail!
The design itself transforms from pink to green, representing the two key figures, how they change each other, and the magic that happens when two contrasting worlds meet.
The Absolut-ly Wicked Cocktail Collection gives fans a way to experience the magic at home. What’s inside the kit?
Each kit includes a bottle of Absolut’s Limited Edition sequin sleeve, pink and green coupe glasses, and cocktail glitter to add that Ozian touch. The best part is that the kits go beyond style and glam with Absolut donating all proceeds to Human Rights Campaign (HRC) through our partnership with Paris Hilton and 11:11 Media Impact.
The Grimmerie recipe book adds a theatrical twist. What inspired the cocktails, and how do they tie into the Wicked universe?
Colour is a powerful symbol in Wicked, and the cocktails were designed to mirror that storytelling. The shimmering pink of the Absolut x Ozmopolitan and the dazzling green of the Absolut x Thrillifying! Twist are nods to the main characters and the iconic pink and green colours Wicked is known for.
In developing our Wicked-themed cocktails, we took some of Absolut’s most beloved classics like the Cosmopolitan and Espresso Martini and put a twist on them that embraces the fandom of Wicked and immerses consumers into the world of Oz with every sip.
The shimmering pink of the Absolut x Ozmopolitan and the dazzling green of the Absolut x Thrillifying! Twist are nods to the main characters and the iconic pink and green colours Wicked is known for.
Beyond themed cocktails and experiences, what else can fans expect to see and taste?
Our partnership with Wicked: For Good is a fully integrated, through-line campaign.
We’re disrupting retail with off-premise displays, driving trial by activating on-premise with Ozmopolitans and Ozspresso Martinis at bars, restaurants and theatres across the US, supported by a national awareness-driving media campaign. We also brought the partnership to life through experiential activations at the official NYC premiere.
The campaign extends to social through influencers as well as absolut.com, where iDTC integration highlights the limited-edition pink and green sequin sleeves and the Absolut-ly Wicked Good Cocktail Collection in partnership with Paris Hilton.
The partnership with Paris Hilton’s 11:11 Media Impact adds a powerful “for good” dimension. What do you hope it inspires?
Paris Hilton and 11:11 Media Impact – the social giving arm of her next-gen media company – share our belief that joy can be a powerful catalyst for change. Building on the iconic partnership Paris and Absolut have established over the years, we took this campaign beyond celebration and turned it into action by supporting initiatives that empower self-expression and belonging.
Both Absolut and Paris have always used our platforms to advocate for meaningful causes, and we were proud to continue this while staying true to the “for good” theme of the Wicked sequel.
Both Absolut and Paris have always used our platforms to advocate for meaningful causes, and we were proud to continue this while staying true to the “for good” theme of the Wicked sequel.
Why is this balance of fun and purpose so important for Absolut?
We have always championed creative expression and inclusivity. At the same time, we believe that having fun and doing good don’t have to be separate ideas. When people come together over a delicious cocktail, it opens space for connection, conversation, and new perspectives.
How does this collaboration bring values like courage, friendship, and authenticity to life?
Absolut is an altruistic brand, and we’re very intentional about our partnerships, only collaborating with those that strongly align with our values. We champion the creation of safe spaces where people can be true to themselves, lift others up, and celebrate what makes each of us unique.
Whether through film, performance, or shared cocktails, we want people to feel a sense of connection and self-expression. We are stronger together and aligning with partners who share these values – like Wicked and Paris – help us make positive strides to a more inclusive world.
How are partnerships that blend entertainment, purpose, and pop culture shaping the future of brand storytelling?
Consumers today want more than products – they’re looking for brand experiences and stories that feel authentic and reflect their passions and beliefs. Collaborations like Absolut x Wicked create those shared cultural moments where entertainment and purpose come together in a way that resonates deeply. By inserting our cocktails into pop culture moments like these, we can inspire and connect with our consumers in new ways.
Collaborations like Absolut x Wicked create those shared cultural moments where entertainment and purpose come together in a way that resonates deeply.
How can fans get their hands on the Absolut x Wicked sequin bottle sleeve?
The limited-edition sleeve is available nationwide at retailers across the USA. Consumers can also order it directly from Absolut.com.
If you had to raise a glass to Wicked: For Good, which cocktail from the collection would be it?
I would have to go for an Ozspresso Martini, a delicious classic starring two of our most iconic brands. It’s a delicious nod to the film’s two main characters whose worlds collide in such a powerful way.
