BEHIND BARS

Next week (October 1st) Absolut Vodka widely releases the Absolut “Rock Edition” to the UK market.

Clad in it’s best studded Leather outfit, This bottle of Absolut would fit in at any circa 1984 Judas Priest show. And that’s the point…Absolut has released this latest in their Special edition bottles to celebrate the bad hair and mayhem that was Mid-80′s Metal.

The microsite is not up yet…but will be soon: http://www.absolut.com/rockedition

IN AN ABSOLUT WORLD, YOU ROCK!
Inspired by decades of awe-inspiring and cool backstage revelry, outrageous requests, mad mullets and shaggy perms, ABSOLUT Rock Edition is a tribute to the vibrant and irreverent music genre that rocked the world.

ABSOLUT, which has been at the forefront of innovation since its inception in 1979, has a long tradition of creating inspiring and eye-catching special versions of its iconic bottle. This new pack, which presents the bottle in studded faux black leather, is no exception and is perhaps the most outlandish yet.

Over the decades, the rock genre has been responsible for some odd, eccentric and unforgettable back stage requests. Known as ‘riders’, these are ego-driven diva demands made by artists when performing live on tour around the world. From huge stadiums, to dingy secret clubs, from Reading to King Tut’s, dressing rooms have played host to kittens and chimpanzees while an army of people have ensured that life-size cut-outs and wig rooms are prepared exactly to the artist’s requirement.

“ABSOLUT has been an integral part of rock culture, having previously collaborated with Lenny Kravitz and requested on many a celebrated rock rider. ABSOLUT Rock Edition is at the heart of our ‘In an ABSOLUT World, You Rock’ campaign, which over the coming weeks will allow people to experience the life of a rock star for themselves”, said Mark Hamilton, Head of Marketing for Vodkas at Pernod Ricard UK. “They can expect to see a series of exciting activity that showcases the rock lifestyle, delivers a humorous insight into the world of backstage rider requests and ultimately draws them in to feeling like they are with the band.”

Priced from £14.99, ABSOLUT ROCK EDITION was launched exclusively in the UK at Selfridges on September 1st 2009 before becoming available to leading supermarkets at the beginning of October.