Absolut and DrinkUp London launch new drinks festival

London Cocktail Week organiser DrinkUp London has partnered with Absolut vodka to launch a new drinks festival this summer – Absolut Midsommar.

Absolut Midsommar will take place in London from 21-30 June

Set to launch on the longest day of the year, 21 June, Absolut Midsommar will run until 30 June in London, bringing the Swedish tradition of midsommar – midsummer – to the UK capital.

Festival passes will be free of charge and will offer guests access to an array of events across the city, including £6 drinks in some of London’s leading bars. To obtain a pass, festivalgoers must download the free DrinkUp London app.

Adam Boita, head of marketing for Pernod Ricard UK, said: “In Sweden, midsommar is a core tradition but its principles are easily shared here in the UK with warmer weather naturally bringing people together to dance, share food and, of course, enjoy great drinks.

“Absolut Midsommar is about celebrating the start of summer and the beginning of a more convivial period of the year, so we’re delighted to have DrinkUp London’s support in our quest to introduce even more people to this fantastic occasion.”

Bars are invited to participate in the first Absolut Midsommar for free and will keep 100% of any revenue made during the festival.

The full list of bars and events will be available to browse on the Drinkup London app in due course.

Hannah Sharman-Cox, founder of DrinkUp London, said: “Since launching the DrinkUp London app last year, we’ve been working to curate more opportunities for our loyal following to explore London’s incredible bar scene in a festival scenario.

“Absolut Midsommar is a perfect fit for our audience, and we can’t wait to don our flower headdresses and celebrate the long days of summer.”

Earlier this year, DrinkUp London announced a partnership with World gin Day to create a four-day gin festival in London this summer.