Pernod Ricard-owned Absolut vodka has partnered with music site Resident Advisor (RA) to host a series of UK club nights to support its edition bottle, Facet.
Known as Alternate Cuts, the four evenings, taking place in Leeds, Liverpool, Manchester and London, will feature “never heard before” sets from renowned DJs and will be run as part of the #AbsolutNights campaign.
The events will promote Absolut’s Facet bottle, launched in October last year. The bottle was produced in blue with an asymmetric design intended to give it a gem-like, light-catching appearance.
As part of its efforts for clubbers to experience music in a “new way” and highlight the limited edition, Absolut and Resident Advisor commissioned Black Box Echo to produce a bespoke lighting installation, inspired by the new Absolut Facet bottle, to add a “surprising dimension” to each of the the nights.
Each set will be streamed live on RA’s Facebook channel as the evenings take place.
“Resident Advisor plays an indispensable role in supporting the electronic music industry worldwide and with the Alternate Cuts series, we want to inspire people to challenge the exclusivity of nightlife by embracing new connections, celebrating spontaneity and seeing that the best nights happen out of the blue,” said Adam Boita, head of marketing, Pernod Ricard UK.
Last year, Absolut collaborated with electronic musician deadmau5 to create a “first of its kind” interactive gaming experience which invited fans to join the artist on a night out in a virtual world.