Absolut’s New Collab with Paris Hilton Celebrates the Iconic Cosmo
Absolut and the artist and businesswoman Paris Hilton have launched a new drinkware line to bring back the classic Cosmopolitan to the spotlight.
We talked with Matt Foley, VP of Marketing, to learn more about the initiative.
What inspired you to do this exciting Absolut x Paris Hilton Cosmo Collection?
– We created the Absolut x Paris Hilton Cosmo Collection to celebrate the iconic Cosmo and bring it back into its well-deserved spotlight. The collaboration is rooted in Absolut’s ongoing partnership with Paris and aims to elevate everyday happy hours and create celebrations centered around the Cosmo this summer.
How did the partnership with Paris Hilton and her next-gen media company, 11:11, come about? And why are Absolut and Paris Hilton the perfect match?
– The partnership with Paris and 11:11 Media has been a natural extension of our shared vision for creativity and innovation. Paris’ entrepreneurial and artistic spirit aligns perfectly with Absolut’s commitment to bringing people together to mix identities, ideas and cocktails. Last year, Absolut sponsored Paris’ first live show, “Icons Only”, and has since continued to show up through personal and professional events. From working with Paris to surprise fans at our Coachella activation on site to having her as a guest on our “Mixing It Up: Cosmos & Culture” streamed in Absolut. LAND, we had a great time and saw immediate success. Absolut and Paris value authenticity, inclusivity and the power of celebrating what makes each of us unique.
Paris entrepreneurial and artistic spirit aligns perfectly with Absolut’s commitment to bringing people together to mix identities, ideas and cocktails
The Absolut Cosmo is an iconic drink that originated in the ‘80s. How has this drink evolved over the years, and how influential is that cocktail today?
– The modern-day Absolut Cosmo stemmed from Toby Cecchini in the ‘80s, who set out to create a new crowd-pleasing cocktail for his swanky clientele at The Odeon in New York City. He reached for the newly launched Absolut Citron, known for being a beloved vodka jam-packed with natural lemon flavor, and the rest was history. The cocktail continued to grow throughout the ‘90s and early 2000s after multiple pop culture and , gaining popularity amongst iconic celebrities and influencers like Paris Hilton. Today, the Cosmo remains influential due to its versatility and can be enjoyed with different Absolut flavors like Wild Berri and Watermelon while retaining the classic charm with Absolut Citron. The Cosmo’s enduring popularity is a testament to its sophisticated appeal, making it a staple at both casual gatherings and upscale events, continuing to inspire new generations of cocktail enthusiasts.
The Cosmo’s enduring popularity is a testament to its sophisticated appeal
Could you describe the perfect setting enjoying an Absolut Cosmo using the new merchandise from the Absolut x Paris Hilton Cosmo Collection?
– The perfect setting for enjoying an Absolut Cosmo using the new Absolut x Paris Hilton Collection could be anything from a sunset rooftop gathering to a casual backyard barbecue. The new drinkware collection is a special way for friends and family to enjoy their Cosmos in style. The hand-blown martini glasses elevate the experience and the insulated cocktail shaker ensures perfectly chilled drinks throughout the evening. No matter where consumers choose to enjoy their Absolut Cosmos, there’s so many ways to mix this versatile cocktail and now serve it with the Absolut x Paris Hilton Cosmo Collection.
Will we see similar partnerships with Paris Hilton or other big trendsetters in the near future?
– Absolut is always exploring exciting collaborations with trendsetters, like Paris, who are authentic fans of the brand. This successful partnership with Paris sets a high standard and we look forward to our ongoing collaboration as Paris gets ready to release her new album this fall.
