Absolut launches new boutique festival in Sweden

Vodka brand Absolut will host Midsommar Weekender, a new three-day boutique festival, which will be held in Åhus, Sweden from 23-25 June.

Absolut launches new boutique festival in Sweden
Absolut launches new boutique festival in Sweden

Absolut has partnered with Swedish festival company GFC to create an event that takes the traditions and rituals of midsummer and combines them with contemporary music, food and mindfulness in the magical surroundings of Ovesholms Slott in Åhus, Sweden – the birthplace of Absolut.

The festival will feature choreographer Jerome Marchand, who will interpret the classic Midsommar maypole dance, and performance artist Angela Wand will guide festival visitors through a Midsommar traditional smörgåsbord lunch for 1,000 guests. Live music will be accompanied by activities such as flower crown-making workshops, tarot sessions and restorative yoga.

The Absolut Drinks Lab will serve Absolut cocktails and will invite guests to mix their own personal concoctions.

Earlier this year, Absolut Vodka launched 'Alternate Cuts' nightlife events.

More: Innocent Un-plugged to 'take a break' in 2017

Download Event's latest quarterly report - Festivals 2025: An experiential landscape - a collection of essays, data and case studies exploring the future of brand activations at festivals.

For your daily hit of news from the brand experience community, weekly brand updates or your monthly trend download, register and subscribe to Event and our bulletins.

Follow @alison_ledger

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free