Absolut promotion links to iPhone app

07 December, 2010

Neck-collars on Absolut vodka bottles will help iPhone users download an app featuring a range of recipe ideas.

The collars, appearing on 200,000 bottles in supermarkets and independents, feature QR (Quick Response) code technology. By hovering their phones over the code, consumers can download the Drinkspiration app free of charge.

Dan Reuby, customer development director of Pernod Ricard UK, said: “This represents something genuinely innovative and interesting in-store, and allows people to experience exceptional mixed drinks and cocktails at home. With the festive period fast approaching, the application will add another dimension to Christmas gatherings.”

Drinkspiration features an encyclopaedia of illustrated recipes based on a variety of preferences such as desired taste, colour, spirit, time of the day, weather, bar vibe, or what is popular. Once selected, users can share their drink choices on Facebook and Twitter.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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