Absolut links up with Paris Hilton at Coachella
Pernod Ricard-owned Absolut Vodka has teamed up with Paris Hilton to bring House of Cosmo to Coachella next week.
The former reality TV star, and now actress and DJ, is said to be a big fan of the Cosmopolitan cocktail and will be curating the experience to kick off the festival in California next week with the vodka brand.
Absolut’s House of Cosmo is described as an ‘immersive experience’ with personalised elements taken from Hilton’s signature style and an environment that ‘seamlessly blends cocktails, culture, creativity and community’.
The space will include a curated menu of Absolut cocktails; The Sliving Room, which is dubbed as a ‘stylish lounge’ where festival-goers can connect over cocktails; interactive self-expression stations, for capturing shareable moments; and exclusive surprises and performances throughout the festival weekends.
Coachella 2025 takes place in the desert valley of the Empire Polo Club in Indio, California – over two weekends between 11-13 and 18-20 April. Absolut is the official vodka partner of the festival.
The festival will also see Hilton kick off her new role as Absolut’s official ‘partner-in-Cosmo’, where she will be the brand’s creative collaborator on all things related to the cocktail.
Hilton said: “Coachella has always been a special place for me, it’s where art, music, and culture come together in the most inspiring way.
“I’m so excited to continue our partnership this year to create something unforgettable for the festival together. Now let’s sip Absolut Cosmos and live our best lives.”
Joining Hilton in partnering with Absolut at the festival is ‘cultural commentator’ and Coachella veteran Tefi Pessoa.
For her part, Pessoa will be launching the Absolut House of Cosmo Textline, where she’ll provide guests with tips and tricks to get them festival ready. Festival-goers and Cosmopolitan lovers (aged over 21) can then text 442-200-5576 to get the ‘inside scoop’.
Pessoa noted: “As a culture connoisseur, I’ve always admired Coachella as a place where some of the most creative minds come together to shape ‘what’s next’.
“After years at the festival, both Absolut and I have learned how to get the most out of the festival experience, so it’s a dream to be working together this year to get everyone Coachella-ready.”
Cosmo cocktail kit
And for those that can’t make the festival this year, Absolut has found a solution to bring the experience home. Titled the Absolut x Paris Hilton Cosmo Collection and available on Reserve Bar, it features the new ready-to-serve Classic Cosmopolitan and exclusive merch curated by Hilton herself.
Caroline Begley, vice-president of marketing at Absolut, added: “The Absolut Cosmo has always been a symbol of the bold self-expression that Absolut stands for and there is no better place to celebrate that than at Coachella.
“This year, we’re proud to mix it up with two forces of creativity who are intrinsic to culture today, Paris Hilton and Tefi Pessoa, to provide festival-goers and beyond unique experiences inspired by the Absolut Cosmo.”
The vodka brand is known for working with some of the world’s biggest music festivals, including Tomorrowland, where it tackled challenges around mental health and wellbeing.
Related news
Diageo GB appoints marketing and innovations director
