Absolut is introducing new levels of flavor and heat to warm weather days with buzzy new festival and brunch experiences. Absolut returns as The Official Vodka of Coachella, a distinction the iconic vodka brand has held for more than a decade. This year, Absolut is making Coachella even spicier with the “Absolut Heat Haus.” At the new heatwave experience, Coachella-goers can sip cocktails designed to complement the rhythm and energy of the festival, like the Absolut Spicy Lemonade and Absolut Pina Picante Vodkarita. Spice comes to life visually in the “Absolut Heat Haus” from red accents to photo ops at every turn for guests to capture their festival ‘fits. Designed for moments of connection, fire beats will play throughout the Absolut Heat Haus so get ready to show up as your authentic self to the dance floor. For every heatwave, there’s a perfect cool-down. Festival-goers will also get an exclusive first sip of Absolut’s newest Ready-to-Drink innovation, Absolut Ocean Spray® Refreshers at The Cooler Club, a grab & go concession stand on the festival grounds. Absolut Ocean Spray® Refreshers is Absolut’s first 100-calorie, lower-sugar Ready-to-Drink Vodka Cran range. Available in four crisp flavors including White Cranberry, White Cran-Strawberry™, White Cran-Peach™, and White Cran-Watermelon, these serves offer a light, refreshing taste for consumers seeking bright flavor with effortless convenience.
“For more than a decade, Absolut has helped shape the Coachella experience, uniting festivalgoers over bold cocktails and iconic moments,” Caroline Begley, Vice President of Marketing, Pernod Ricard USA commented “This year, we’re turning up the heat with hotter activations and spicier drinks for an unforgettable time.”
Absolut’s newest drop, ABSOLUT® x TABASCO™, is fueling 2026’s triumphant return of the high-energy brunch, with the Absolut Hottest Brunch: Desert Edition in Palm Springs, CA. From fiery cocktails to spicy bites and DJ sets, the Absolut Hottest Brunch delivers on consumers’ growing appetite for spicy cocktails and their desire for daytime social drinking occasions. Absolut is also shining a spotlight on a beloved brunch favorite – the Bloody Mary – in a bold national media campaign that reimagines the iconic Absolut bottle silhouette in a world where volcanoes erupt not with lava but with fiery Bloody Marys. The campaign spans social, streaming CTV, foodie editorial, eCommerce and eye-catching OOH, ensuring ABSOLUT® TABASCO™ shows up wherever flavor seekers scroll, stream or sip. From the California desert to brunch tables nationwide, Absolut is bringing the heat this spring and summer.