By Rebecca Harris
Four Australian bars have won a trip to the Absolut distillery in Ahüs, Sweden, after coming first in their respective states in the recent ‘Absolut Destination’ competition.
Melbourne’s Red Love, Sydney’s Sapphire Suite, Noosa’s Rolling Rock and Perth’s Universal Bar beat out 17 other venues across Australia in a competition designed to increase sales of the Swedish vodka.
“Each of the winning venues really took this competition to the next level,” said Absolut brand ambassador Georgia McDonnell-Adams. “Their dedication to the brand and to truly creative executions was outstanding,” she said.
The competition was organised in two rounds, the first of which was based on venues achieving a certain sales target based on the previous year’s sales figures.
The second round involved creativity and promotion of Absolut, using measures such as promotions, cocktail menus and visibility.
One bartender from each venue will now attend the ‘Absolut Akademi’, which includes an extensive five-day workshop, distillery visit, sensory training and a creative mixology session with the head of the Absolut Akadami, Bjorn Olssen.
Each venue will also receive $1500 cash and $1500 in Absolut stock.