by Teresa Buyikian
Source: www.mediapost.com, June 2024
The ubiquitous 1990’s “Sex in the City” pink cocktail imbibed at the swankiest of New York bars with Carrie and crew is making a comeback in a big way, this time along with a couple of big brands of the decade for the push.
This week Absolut announced its partnership with the “That’s Hot” icon and heiress Paris Hilton to bring back the Cosmo for today’s cocktail drinker. The classic cocktail, which was massively popular in the 1990s and early 2000s, is traditionally comprised of vodka, triple sec, cranberry juice and lime.
The partnership, actually with Hilton’s media company, 11:11 Media, will include a new drinkware line, music and live events.
Hilton launched the collab with a surprise appearance at the most recent Coachella at the Absolut.LAND activation (Absolut is the official vodka of the festival).
Now available exclusively through Amazon, the Absolut x Paris Hilton Cosmo Collection is a blush pink Cosmo-inspired drinkware line. The new glassware from Hilton plays off the celeb’s top-selling Amazon cookware line (also pink). The drinkware includes three styles of short-stemmed, hand-blown martini glasses available in a set of two for $29, in addition to an insulated pink cocktail shaker with gold accents and a gold jigger for $25.
“The Absolut Cosmo is an iconic cocktail for a reason…As a brand born to mix, Absolut looks forward to bringing people together this summer over Cosmo-inspired celebrations,” said Matt Foley, vice president of marketing, Absolut
In addition to online video, Hilton is promoting the drinkware via her social media channels, which have over 26 million followers.
