Absolut Midsommar launches in London
Absolut is bringing the Midsommar celebration to London via a ten-day festival in partnership with Drink Up London.
Midsommar – a celebration of the longest day in the Northern Hemisphere – has been celebrated since the 12th century. It is a core tradition in Sweden, where the country comes together to dance, share food and drinks.
Events will be held at The Absolut Midsommar hub at Last Days of Shoreditch, as well as discounted cocktails for anyone with a festival pass at participating venues across the city.
The festival kicks off tonight – the longest day of the year – with a Midsommar Banquet at Last Days for Shoreditch. Absolut will welcome guests with a selection of cocktails, a feast, wild flowers and outdoor celebrations. For £35 festival-goers will enjoy a 3-course Swedish feast of smorgasbord sharing platters, cocktails that “embody the flavours of Swedish summer”, and entry to the after party.
The activity continues with a series of Midsommar workshops at Last Days of Shoreditch, including creating traditional Swedish flower crowns, cocktail masterclasses and Absolut bottle decoupage sessions.