The new mobile-optimised site will seek to "immerse fans in the world of Absolut with fresh content focusing on cocktail culture and creative executions", according to the vodka brand’s owner Pernod Ricard.
Localised versions of the site will be released in the UK and across all of the Absolut markets, where a mixture of globally relevant content and country-specific local content will work together, to maximise the impact to audiences in all countries.
The news content will come from topics which "fuel the cultural conversation....