Interviews

August 13, 2026

Absolut Vodka is redefining the role brands can play in festivals, moving beyond traditional sponsorships to create engaging, meaningful experiences that resonate with younger audiences.

July 16, 2026

“To be a leader, you need to be willing to listen.”

June 30, 2026

Growing up on a farm in the Netherlands, Jan-Willem Boezelman has always felt a deep connection to the local terroir, so it’s of little surprise that a career in food and drink manufacturing followed.

June 25, 2026

The Spritz has become one of the defining drinking occasions of our time, evolving from a regional Italian ritual into a truly global moment.

June 15, 2026

Mexico and TABASCO® Sauce were always going to get along. In a country where spice is woven into the culture, the cuisine and the way people celebrate, the arrival of ABSOLUT® x TABASCO™ felt less like a launch and more like a homecoming.

June 2, 2026

Malibu has built its identity on summer, escapism and the invitation to clock off.

May 25, 2026

This month, Spritmuseum in Stockholm opens Absolut Absolut, the first major exhibition to tell the full story of Absolut Vodka’s creative journey – from its 1979 launch to its rise as one of the world’s most recognisable cultural brands.

May 15, 2026

One iconic stage. Three new Absolut icons.

May 7, 2026

We caught up with Absolut Vodka Global Brand Ambassador Rico Dynan, who explains why vodka’s nuanced characteristics make for amazing cocktails and why the spicy-flavoured trend that Absolut is tapping into with the release of Absolut TABASCO, is here to stay.

April 28, 2026

Office health and safety is often underestimated – and that needs to change. Emma Staffansson, Facility, Security and H&S Manager at The Absolut Company shares how they are building a safety-first culture when risks are invisible.

April 16, 2026

When two of the world’s most recognisable brands decide to do more than share shelf space, you get something that goes beyond a collaboration.

April 1, 2026

Malibu’s new campaign, Get Ready With Pink, is a tropical new take on one of social media’s most enduring and community-driven content formats: Get Ready With Me (#GRWM).