Interviews

March 17, 2026

For brands, cultural rituals can be some of the hardest moments to enter authentically. St. Patrick’s Day is a perfect example, a celebration long associated with stout and pub traditions.

February 11, 2026

When two cultural icons collide, the world pays attention. As project lead on the recent Absolut® TABASCO™ launch, Giancarlo Martins, Creative Content Director – Absolut Vodka North America, has been busy coordinating its launch across more than 50 markets worldwide.

January 27, 2026

The ready-to-drink market is bucking the trend across the spirits industry, continuing to grow.

December 10, 2025

Kahlúa and Dunkin’ – name a more iconic duo.

December 4, 2025

As Wicked: For Good hits cinemas, Absolut returns as the official spirit of the cultural phenomenon – complete with a glittering sequin-sleeve bottle, a Wicked-themed cocktail collection, and a partnership with Paris Hilton’s 11:11 Media Impact that brings purpose alongside the fun.

December 2, 2025

Absolut has launched Playful Underground, a three-month activation in three of China’s biggest subways following the release of the Absolut Haring Artist-Edition bottle earlier this year.

November 19, 2025

In a moment where bar culture is evolving fast – especially in markets like China – advocacy continues to be one of the most powerful ways for brands to build meaningful, long-term relationships with the people who move the industry forward.

November 18, 2025

Olmeca has crossed the one-million cases milestone – and become the #2 premium tequila brand globally.

October 30, 2025

Two iconic brands, one indulgent collaboration. Kahlúa and Dunkin’ recently unveiled the Kahlúa Dunkin’ Caramel Swirl Liqueur – a new taste experience blending the world’s No. 1 coffee liqueur with Dunkin’s beloved caramel swirl flavour.

October 28, 2025

From an irresistible soft serve Piña Oatlada with Oatly, to an exclusive limited-edition streetwear collection with Aries: unexpected collaborations have become a signature part of Malibu’s success in breaking through to new audiences.

October 21, 2025

This year’s Tahona Society Competition – created by Altos to empower bartenders through education, mentorship and entrepreneurship – crowned Christina Mercado, award-winning mixologist, pastry chef, and founder of C-Sweet Syrups, as its 2025 global winner. 

October 16, 2025

The Absolut Haring Artist Edition bottle is now available in 40 markets worldwide. Yet, its launch in the summer was exclusively for global retail travel (GTR).