The Absolut Group

“Hitting one million cases isn’t just a sales number. It’s one million shared moments around the world.” Olmeca has officially crossed the coveted one million case milestone and become the No. 2 premium tequila brand globally*. From its roots in Jalisco to nights out in more than 90 countries, the brand’s story is one of connection, colour and creativity – and it’s just getting started. 👉 Fabien Re, Global Brand Director for Olmeca reveals what’s behind the brand’s unstoppable momentum – from its rise across emerging markets to the creative energy driving its next chapter: #Olmeca * Excluding the US and Mexico, IWSR 2024

Absolut’s recent China Tour with Like Minded Creatures offered a powerful look at what modern advocacy can achieve – from peer-to-peer education to community building across three of China’s most dynamic bar scenes. We caught up with Claes Ljungberg, Absolut’s Senior Brand Manager Advocacy, to reflect on the experience. He shared what the Tour reveals about advocacy today, the principles behind it, and why it remains one of the most powerful ways for brands to build meaningful relationships with the trade: #Absolut

800,000 kg of plastic – about 40 million bottles – kept from reaching the ocean by Malibu and Plastic Bank. Malibu’s partnership with Plastic Bank is now in its fourth year, and continues to offset its plastic use while improving the lives of local communities. “We’re always exploring ways to improve how we use plastic in our packaging, to cut waste, and increase the amount we can recycle. Through our partnership with Plastic Bank, we are now offsetting 84% of our plastic output, with the goal of reaching 100%,” says Craig Max van Niekerk, Global VP of Marketing, Malibu.  Founded by David Katz, Plastic Bank supports a plastic recycling system in the Philippines, which is the world’s third-largest source of ocean plastic. The Bank’s vision and concept are simple: ♻️ Recruit local people as collectors to gather plastic waste to be recycled directly from local beaches, riverbanks, neighbourhoods and households ♻️ Pay collectors for the plastic they retrieve, providing them with a much-needed income Since it began, Plastic Bank has prevented around 8.5 billion bottles’ worth of plastic from entering the ocean and has helped over 51,000 people in local communities. “Millions and millions of bottles are being collected from the environment because of relationships such as ours with Malibu. It's slow, but this is like the biblical story of David and Goliath. I’m also called David, but this is Plastic Bank fighting Goliath,” says Katz. #Malibu

House of KI NO BI named one of the 10 Best Things to Do in Kyoto by Condé Nast Traveler. To be recognised alongside the city’s most iconic landmarks and experiences is a proud moment, and a reflection of how deeply KI NO BI is rooted in its home city. Housed in a centuries-old machiya in the heart of Kyoto, the House of KI NO BI distils the city’s traditions into every detail. From handcrafted wooden furniture by local artisans, to traditional Nishijin textiles by Hosoo, and custom wallpaper from Kyoto’s paper atelier founded in 1624. Kyoto also lies at the very heart of the gin itself. Its inspiration and ingredients come from the region – the soft waters of Fushimi, and botanicals such as yuzu, sanshō pepper and the legendary teas of Uji. Each element reflects the culture of craftsmanship that has defined this city for more than a thousand years. A fitting recognition for a gin – and a place – shaped entirely by Kyoto. #KINOBI

✨ Step inside some of the world’s most inspiring bars with Absolut Drinks’ new series – celebrating the people and places shaping modern cocktail culture. First stop: Tjoget, the iconic Stockholm bar that’s turned neighbourhood hospitality into global recognition – and twice earned a spot among the Top 50 bars in the world. Discover how their team reimagines the classic Martini with a brown-butter twist, and the inventive spirit that continues to inspire bartenders around the world. 📽️ Watch the full episode here: https://lnkd.in/dy3mT_Eh #AbsolutVodka #AbsolutDrinks

We’re spilling the caramel-swirled story behind Kahlunkin’. From how the Kahlúa x Dunkin’ collaboration came about, to the growing trend of permissible treats, and how two icons captured it all in a glass. María Prados, Director of Strategy, Portfolio and Innovation, and Charlotte Béchaz, Brand Manager, Licensing at Kahlúa share the innovation and creative spark behind this delicious new cream liqueur 👇 #Kahlúa #Kahlunkin’

“When people go on vacation, the first drink they want is a Malibu piña colada with a snack to accompany it. So why not put the two things together?” Unexpected collaborations have become a trademark for Malibu, and their new limited-edition piña colada PopWorks snacks are a perfect example. Gui Pasculli, Head of Culture and partnership at Malibu, explains why innovation and continuing to surprise consumers is key to Malibu’s success. Plus, why it was vital to nail the perfect Malibu piña colada-flavour when bringing the PopWorks snack to life.

More wins for The Absolut Group at the industry’s leading spirits competitions! It has been another remarkable round of recognition – and one especially proud moment as The Absolut Group is named Vodka Producer of the Year at the 2025 International Spirits Challenge. Our latest achievements across our vodka, gin, and mezcal brands include: 🥇 Vodka Producer of the Year 2025: The Absolut Group 🥇 A Master Award – the highest honor in the industry for our vodka portfolio 🏅 Six Gold Medals across our vodka and gin portfolios 🏆 A Trophy for Best Mezcal 2025 Every medal tells a story of craftsmanship, innovation, and teamwork. From our master distillers and brand creators to everyone at The Absolut Group who brings passion and precision to their craft – we couldn’t be prouder of what we are achieving together. It is this creativity, dedication and pursuit of excellence that continues to set new benchmarks in the world of spirits.

Meet the bartender who is revolutionising how we think about sugar – earning her the title of 2025 Tahona Society global winner. Christina Mercado, mixologist, pastry chef and founder of C-Sweet Syrups is redefining cocktail culture with low-sugar syrups that make every sip a little healthier and more sustainable. Created by Altos, the Tahona Society empowers bartenders through mentorship and entrepreneurship. We spoke with Christina about how the programme helped bring her vision to life, and what’s next in her mission to make sweetness more sustainable 👇 #Altos #TahonaSociety

It’s not Kahlúa. It’s not Dunkin’. It's Kahlunkin’. We’re thrilled to share the next instalment of Kahlúa’s Stir Up platform, featuring the scene-stealing Salma Hayek Pinault once again. But this time, there’s an extra dose of drama from the brand America Runs On: Dunkin'’! The playful, telenovela-inspired campaign announces the arrival of the new Kahlúa Dunkin’ Caramel Swirl Cream Liqueur, with Salma solving the mystery of Kahlunkin’ in a door-kicking, moustache-swiping case of whodunnit. 👉 No more spoilers – watch how Kahlúa stirs up the drama (and the cream liqueur category) in the new spot below #Kahlua #Kahlunkin