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ABSOLUT and Spike Lee Present New City-Inspired Flavor: ABSOLUT Brooklyn

May 21, 2010


ABSOLUT BrooklynNEW YORK, NY – (May 21, 2010) – Today, the world’s most iconic vodka, in collaboration with famed filmmaker and Brooklyn son Spike Lee, unveils ABSOLUT BROOKLYN, the latest limited-edition, city-inspired flavor to be added to the ABSOLUT VODKA flavor portfolio. Capturing the vibrancy, diversity and rich heritage of New York City’s most celebrated borough, ABSOLUT BROOKLYN features an invigorating blend of red apple and ginger replete in a specially designed bottle reminiscent of the ubiquitous “Brooklyn Stoop Life.”

Designed in collaboration with Spike Lee, the bottle is a colorful depiction of the stoop where the Brooklyn-bred auteur grew up - #165. Harkening back to the decades-long notion that the stoop is truly the epi-center of creativity, culture and community, the bottle serves as an homage to that Brooklyn ideal of stoop life – where memories are made and ideas are sparked through conversation and camaraderie. Other subtle nods include Brooklyn nicknames on the steps of the stoop and a line from a love letter to Brooklyn, written by spoken word poet and Brooklynite Lemon Andersen. In addition, the Lars Olsson Smith seal, never before altered on the iconic ABSOLUT bottle, has been “Spiked” – Lars wears a baseball cap and glasses evocative of Spike Lee.

“It was a great honor to be approached by ABSOLUT to collaborate on this project. Brooklyn deserves to be honored in the best possible light, and I hope Brooklynites from Carroll Gardens and Cobble Hill to Bensonhurst, Boerum Hill and Sheepshead Bay feels like I represented Bucktown to the fullest, said Spike Lee. “It’s all about the 718 this summer, so let the ABSOLUT BROOKLYN stoop parties begin.”

“Spike Lee is the epitome of what it means to be from Brooklyn. He has built a masterful career examining the inner workings of this corner of the world, and we knew his vision would lend credence and authenticity to what we hope to accomplish with this flavor introduction,” said Ian Crystal, Brand Director for ABSOLUT VODKA. “This is the first time ABSOLUT has collaborated with a visionary on a city flavor and we gave him carte blanche in coming to us with ideas that were truly representative of Brooklyn.”


Habitat for Humanity - New York City
As part of ABSOLUT VODKA’s commitment to supporting the Brooklyn community, the brand is donating $50,000 of the profits from the sale of ABSOLUT BROOKLYN to Habitat for Humanity - New York City, an organization dedicated to transforming lives and the city by building quality, affordable homes for families in need. The funds will be dedicated to Habitat’s newest affordable homes project in Bedford-Stuyvesant, scheduled to be completed in 2011. On June 9 at 4 PM EST, Spike Lee will join Ian Crystal, Brand Director of ABSOLUT VODKA, Josh Lockwood, Executive Director of Habitat-NYC, Harvey Chaplin, Chairman & CEO of Southern Wine and Spirits and Brooklyn Borough President Marty Markowitz to officially launch ABSOLUT BROOKLYN and kick off volunteer work on these homes.

”We are grateful for the generosity of time and labor that ABSOLUT is giving to Habitat for Humanity - New York City and the low-income, hardworking families we serve,” Josh Lockwood said. “Bedford-Stuyvesant is a special community for us – Habitat-NYC has built many affordable homes in this historic neighborhood and we are thrilled to see such an innovative, well-respected brand giving back. I look forward to celebrating the summer of Stoop Life in Brooklyn.”

“I must say, it puts me in very good ‘spirits’ whenever I hear that one of Brooklyn’s own, like superstar Spike Lee shows us all what it means to ‘do the right things’ – in this case, promote our home borough and create a partnership that funds Habitat for Humanity as well,” said Brooklyn Borough President Marty Markowitz.” It’s an ABSOLUT win-win – a philanthropic cocktail with the perfect Brooklyn mixology!”

BROOKLYN INDUSTRIES
ABSOLUT, Spike Lee and visual strategist Fuse Green have partnered with artist-owned Brooklyn retailer Brooklyn Industries to create a limited-edition t-shirt that celebrates Brooklyn Stoop Life. A percentage of the profits of t-shirt sales, sold online and at Brooklyn Industries retail locations city-wide, will also benefit Habitat-NYC. The much-admired local retailer, lauded for being a cutting edge, artist-driven entity that gives back to the community, will also host ABSOLUT BROOKLYN happy hours for its customers throughout the summer.

ABSOLUT BROOKLYN STOOP PARTY
1 part ABSOLUT BROOKLYN
1 part Cranberry Juice
1 part Ginger Ale
Build over ice in highball glass. Garnish with a lime wedge.

ABSOLUT BROOKLYN SUNSET TWIST
1-1/2 parts ABSOLUT BROOKLYN
1/2 part Malibu Tropical Banana
Orange Juice
Build over ice in a rocks glass. Top with orange juice and garnish with an orange twist.

ABSOLUT BROOKLYN GINGER
1-1/2 parts ABSOLUT BROOKLYN
2 parts Ginger Ale
Squeeze of Lime
Pour over ice in a highball glass. Garnish with a lime wedge.

In the late 1980s, ABSOLUT VODKA launched its “Cities” advertising campaign with a wink and a nod to the intrinsic flare and historical heartbeat of what makes each city special. In 2007, the brand brought the “Cities” campaign to life with the launch of ABSOLUT NEW ORLEANS, a flavor reminiscent of the Big Easy. Every year since then, ABSOLUT has introduced a limited-edition flavor – ABSOLUT LOS ANGELES in 2008, ABSOLUT BOSTON in 2009, and now ABSOLUT BROOKLYN is honored as the fourth flavor in the city-inspired portfolio.


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