Absolut will address loneliness at Tomorrowland
Vodka brand Absolut will bring back its Diversity & Inclusion (D&I) Committee at Tomorrowland as part of its efforts to address mental health.
Absolut, owned by Pernod Ricard, first teamed up with the electronic music festival in 2017 and the partnership has since evolved and grown, placing importance on tackling issues relating to mental health, such as loneliness.
The festival will begin on Friday 18 July in Boon, Belgium, and is expected to welcome more than 400,000 attendees from all different parts of the world.
The D&I Committee was first introduced by Absolut and Tomorrowland in 2023. Each year, the committee selects a research-backed social issue and addresses it through various onsite and online experiences at the festival.
In its first year, the focus was on safety, where a 90-person care team supported Tomorrowland attendees facing abuse, conflict, or discrimination
Last year’s theme was loneliness, a subject which will be addressed once more this year. Absolut noted the issue continues to affect younger generations, citing reports of lower levels of positive wellbeing and higher levels of emotional distress among this group compared to older generations.
The issue can be particularly pronounced in a festival setting, but said setting and music can also act as unifiers.
At this year’s edition of Tomorrowland, festivalgoers can access a WhatsApp group for cross-cultural exchange. The group will provide details for on-site initiatives, such as lunch events and a friendly, speed-dating style activity.
Additionally, attendees can wear United We Dance bandanas, which will be distributed to guests who join the United We Dance community, by signing up online and participating in the on-site activities.
Absolut said the bandanas would act as an identifier for like-minded individuals, whilst promoting an environment of acceptance and self-expression.
Absolut’s United We Dance campaign celebrates the importance of connection, while championing inclusivity and diversity.
The campaign’s artist podcast series will return, too, in audio-only format, which will be streamed through One World Radio, the Tomorrowland App and DAB+. In 2024 six episodes were recorded, featuring some of the world’s biggest DJs discussing matters around mental health and human connection.
Regarding the meaning behind its partnership with Tomorrowland, Deb Dasgupta, Absolut Vodka’s global vice-president marketing, emphasised that at Absolut “mixing is more than what we do — it’s who we are”.
“Which is why we’re incredibly proud to once again join forces with Tomorrowland on initiatives that spark human connection and cross-cultural exchange,” Dasgupta said.
“As the spirit of positive change, we’ve always believed in bringing people together across borders, identities, and perspectives — not just during festival season, but all year round. And when we find partners like Tomorrowland who share that belief, the magic gets even more meaningful.”
Absolut is the festival’s official vodka. The brand debuted specially-designed bottles for the festival in May.
At the festival, attendees can enjoy Absolut serves, including the first official Tomorrowland cocktail.
The recipe for the rhubarb-flavoured serve, named the Tomorrowland Spritz, can be found below.
Tomorrowland Spritz
Ingredients
- 50ml Absolut Original Vodka
- 25ml Rhubarb syrup
- 20ml Lemon juice
- Prosecco
- Soda water
Method: Build Absolut Vodka, rhubarb syrup and lemon juice in glass over cubed ice and gently stir to combine. Top with equal parts Prosecco and soda water.
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