Absolut Creates Cocktails Inspired by Canadian Neighborhoods Using AI

Pernod Ricard’s Absolut is taking part in the rise of artificial intelligence to offer Canadian consumers a new approach to crafting cocktails inspired by their very own neighborhood and culture.

The vodka brand is leveraging its ongoing "Born To Mix – World of Absolut Cocktails" campaign, which encourages consumers of all backgrounds to mix together, to elevate its new “Mix Your Neighborhood” initiative.

The effort invites Canadians to experience a collection of cocktail artwork specially crafted to embrace the unique characteristics that make their neighborhoods across the country so special, from their diverse communities to their history and vibrant culture.

[Also Read: Absolut Launches 'Tinder for Friends' Experience Ahead of Coachella]

To bring these special cocktails to life, Absolut asked bartenders and expert locals from Canadian communities, such as Toronto's Ossington, Montreal's Mile End and Calgary's Banff, to inform the company about their neighborhoods, notable characteristics and what makes them unique, according to a media release. Absolut then used an AI platform to mix those specific “ingredients” to create cocktail artwork celebrating each neighborhood.  

For example, Absolut’s cocktail for Gastown, Vancouver, was inspired by a place where “historic meets lively and cobblestone meets trendy,” particularly noting the neighborhood’s iconic antique-style steam clock and the slew of indie galleries, shops, restaurants, cocktail lounges and fashion studios, per the recipe.

Absolut worked with bartenders to turn the AI cocktail artwork into real cocktail and mocktail recipes, so everyone can “drink their neighborhood.” A dedicated webpage within Absolut’s Canadian website spotlights all of the AI-generated cocktail recipes created thus far, which visitors can click on and download for the full recipe and artwork. Additionally, Canadians can nominate their neighborhood for the chance to be mixed by AI next via the page.

"Absolut is always looking for new ways to mix, and the combination of neighbourhoods and AI technology unlocked a rich territory for mixology that hasn't been explored visually before," said Caroline Begley, vice president of marketing for Corby Spirit and Wine, Pernod’s alcohol manufacturer and distribution company that represents Absolut, among other international brands in Canada. "Through this campaign, we want to leave Canadians inspired by the people, places and culture that surround them and to drink in every last drop of what makes these places special."