Absolut Launches Absolut Ritmos in Miami to Build Brand With Hispanics; National Marketing Campaign Celebrates Traditional and Contemporary Latin Rhythms.Business, Entertainment & Lifestyle Editors MIAMI--(BUSINESS WIRE)--Jan. 27, 2003 Absolut Vodka today announced the debut of Absolut Ritmos, its first marketing initiative designed to build brand awareness with Hispanics. The national campaign takes its inspiration from Latin music, mixing old-style Hispanic rhythms and popular Latino beats with contemporary techno and dance music. Absolut has chosen Miami, the Latin music and entertainment capital of the world, as the launch market for this campaign. Miami is considered to be a cultural nexus with perhaps the highest convergence of Hispanic cultures and home to the most important Latin music labels. Absolut Ritmos, which translates to Absolut Rhythms, includes a combination of print and radio ads; point-of-sale merchandise; on-premise, music promotions and special events. "We are very excited to reach out to the Hispanic market with a campaign that pays tribute to Latin music," said James T. Goodwin, Vice President of Marketing of The Absolut Spirits Company. "Absolut has a long history of creatively communicating our brand through arts and culture and Absolut Ritmos follows in this tradition." Absolut Ritmos' Live Music Absolut Ritmos' live music program includes the integration of contemporary music with a unique multimedia performance designed by a video jockey video jockey n. Abbr. VJ One who announces, plays, and provides commentary on videotaped programs, especially music videos, as on television or at a discotheque. , Latin percussionists who "jam" with disc jockeys, and a choreographed dance troupe. The promotion will tour nightclubs and appear at special events in each market. Absolut Ritmos Ads Absolut tapped JMD JMD In currencies, this is the abbreviation for the Jamaican Dollar. Notes: The currency market, also known as the Foreign Exchange market, is the largest financial market in the world, with a daily average volume of over US $1 trillion. Communications, based in San Juan, Puerto Rico San Juan (IPA: [saŋ hwaŋ]) (from the Spanish San Juan Bautista, "Saint John the Baptist") is the capital and largest municipality on Puerto Rico. , to develop the Hispanic marketing campaign. Graphic images for Absolut Ritmos print campaign have been designed by leading Hispanic artists. Absolut Ritmos' Akademi Absolut Ritmos launches January 28th in Miami with a special event for South Florida's bartenders and nightlife-influencers. More than 50 top bartenders will receive an exclusive training on the latest Absolut flavors and drinks that will awaken the Absolut Ritmos in Miami's hottest nightclubs and bars. The Absolut Akademi will be held from 7 to 9 p.m. at Nikki Beach Restaurant on Miami Beach. The evening will feature a mouthwatering mouth·wa·ter·ing or mouth-wa·ter·ing adj. Appealing to the sense of taste; appetizing: the mouthwatering aroma of a baking pie. Absolut menu created by Chef Frank Jeannetti, consisting of an "Absolut Citron citron (sĭt`rən), name for a tree (Citrus medica) of the family Rutaceae (orange family), and for its fruit, the earliest of the citrus fruits to be introduced to Europe from Asia. " lemon chicken with candied can·died adj. Permeated, covered, encrusted, or cooked with sugar: candied sweet potatoes. candied Adjective coated with or cooked in sugar: sweet potatoes; an "Absolut Kurant" roasted pork loin loin (loin) the part of the back between the thorax and pelvis. loin n. The part of the body on either side of the spinal column between the ribs and the pelvis. with cumin cumin or cummin (both: kŭm`ĭn), low annual herb (Cuminum cyminum) of the family Umbelliferae (parsley family), long cultivated in the Old World for the aromatic seedlike fruits. spiced black beans, and an "Absolut Peppar" paella with saffron rice and roasted sweet peppers. After 9 p.m., the Absolut Ritmos Miami soiree soi·ree also soi·rée n. An evening party or reception. [French soirée, from Old French seree, from seir, evening, from Latin kicks off at Pearl nightclub with live performances that bring together traditional and contemporary music, Latin percussion, dancers and new Absolut drinks. Absolut Ritmos, which will cover the South Florida region during the next couple of months, will expand to New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of and other Hispanic markets later in the spring. The Absolut Spirits Company, a business area within V&S Vin & Sprit AB, is the brand owner and producer of ABSOLUT VODKA, ABSOLUT PEPPAR, ABSOLUT CITRON, ABSOLUT KURANT and ABSOLUT MANDARIN. ABSOLUT is the third largest international spirit in the world and is available in 125 markets. ABSOLUT is made at the distilleries near Ahus, Sweden. The head office is in Stockholm. The Absolut Spirit Company, Inc. imports ABSOLUT in the US and distributes the brand through Future Brands, a joint venture with Jim Beam Brands. http://www.absolut.com |
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