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Absolut-ly LA
City of Angels, home of Hollywood, and now also a flavour of Absolut – Los Angeles is the second in a limited edition range of flavours inspired by US cities. A combination of açaí, acerola, pomegranate and blueberry flavours, the new variant was recently launched throughout the US.
The second in a series of limited-edition, city-inspired flavours, this launch follows last year’s creation of Absolut New Orleans (a mango and black pepper flavoured vodka). This series of flavours is the continuation of the Swedish brand’s advertising campaign from the ‘80s entitled “Cities”.
Fittingly, the launch will be a red-carpet event in Los Angeles, held this evening. Dale Degroff has created a number of drinks with the new flavour, recipes for which are available on Absolut’s website. The site also allows consumers to vote on the next US city to receive the Absolut treatment, as well as suggest flavours for their nominated city.
As part of the launch, Absolut will make the first contribution to Friends of the Walk of Fame, a charity dedicated to the restoration of the LA landmark. In return, it will receive an honorary star on the walk of fame. Absolut has also pledged to donate US$250,000 of the profits from the new flavour to an environmental charity in Los Angeles entitled Green Way LA.
Clinton Cawood 23/07/08