National Liquor News February 2024

Page 18

Marketplace Brand news and promotions Pacific Drifter is making spiced rum for the Queensland climate A new Australian-made spiced rum from the Sunshine State, Pacific Drifter, has hit the Australian market, with the distillery team aiming to make an all-season rum that matched the sunny Queensland environment. Sitting at 37 per cent ABV and a retail price of $60, the rum distilled and then infused with cinnamon pods, Madagascan

Absolut celebrates individuality with limited-edition release

vanilla, and citrus peel.

As a leading brand of premium vodka, Absolut is celebrating

is crafted from locally sourced Queensland molasses that are

After hitting the market in 2023, Pacific Drifter has already

the diversity of cocktails and drawing consumer attention to

won the Spiced Rum/Cane Spirit Trophy at the 2023 Australian

individuality with the release of its 2023 limited-edition bottle,

Rum Awards.

Absolut Mosaik, driven by a brand-new campaign, The World of

Chris Illman, Pacific Drifter Head of Sales & Marketing, spoke about the success of the rum: “We are absolutely thrilled for

Absolut Cocktails: Born to Mix. Designed in collaboration with singer and actor Olly Alexander,

Pacific Drifter to receive such an esteemed trophy in its inaugural

and available through independent retailers across the country,

year of production.

Absolut Mosaik is a representation of inclusivity and diversity. With

“This award is a testament to our unwavering commitment to

limited availability, the bottle brings the creative new campaign to

crafting a product that embodies the essence of Queensland’s

life through fluted glass and a mosaic-themed label, making it a

sugarcane fields while pioneering sustainability practices. Winning

collectors’ item.

this award amidst established industry giants is an honour beyond measure and a testament to the dedication of our team.” Pacific Drifter also has a strong commitment to sustainability,

Narrated by Academy Award-winning actor Rami Malek, The World of Absolut Cocktails: Born to Mix personifies muchloved cocktails through dynamic characteristics and engaging

with initiatives such as creating label stock from sugar cane

personalities, driving curiosity in consumers and showcasing the

waste and sourcing molasses locally. Both sugar cane pulp

versatility of Absolut.

and molasses are by-products of the sugar-making process, so

In a celebration of what makes people unique, The World

utilising these products in the production of Pacific Drifter rum

of Absolut Cocktails: Born to Mix includes the Cosmopolitan, a

reduces waste throughout the supply chain.

tastemaker with a flair for art, the Espresso Martini, an attention-

Distributor: Direct

grabbing trendsetter, and Lemonade, cool and classic, but loves to have fun, and more. Charl Bassil, Global VP Marketing – Absolut at The Absolut Company, said: “We believe that when diverse people come together, incredible things can happen. This thirst for mixing – that is how we see things on a human and societal level, and it’s a direct extension of the versatility of our product. “This campaign brings our values to life through the personification of cocktails, a fun and fabulous world where everyone and anyone is invited. We believe that this is an idea that is universal because, after all, we are all born to mix.” Distributor: Pernod Ricard

18 | National Liquor News

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