Marking its 10th year as the Official Vodka of Coachella, Absolut said it is extending the festival experience into the metaverse with Absolut.Land, a one-of-a-kind blended activation by a liquor brand at a live event.
The celebration is a convergence of art, fashion, music and, of course, cocktails to bring friends together in-person and/or digitally over love of festival culture.
“As a brand born to mix, Absolut is centered on bringing the world together through shared experiences and empowering social interaction that unlock a sense of belonging – no matter who you are and where in the world you may be,” said Pam Forbus, SVP/Chief Marketing Officer, Pernod Ricard North America. “To reach our consumers everywhere, the metaverse was a natural progression and we’re so excited to introduce Absolut.Land as a space of belonging for all!”