Absolut enlists 'Swedish Ice Mafia' for London Cocktail Week

Vodka brand Absolut will promote its Elyx brand at London Cocktail Week (5-11 October) with a series of masterclasses hosted by an ice expert based in Stockholm, Sweden.

Workshops will explore the art of using ice in cocktails
Workshops will explore the art of using ice in cocktails

Andrea Patelli will teach consumers how to enhance drinks using the best quality ice available and carve themselves an ice ball. Absolut Elyx hopes that guests will leave with an understanding of ice’s beauty. 

The events will take place on 8-11 October at Be At One on the capital’s Greek Street. Vodka fans can choose to select a regular or deluxe ticket, which will gain them entry as well as a free drink, a Elyx 70cl bottle and a copper julep cup. 

Absolut will also host DIY Classic Cocktail masterclasses, fronted by its mixologist Rico Dynan. Six sessions will focus on one definitive model each, and guests will learn how they became staples on bar menus through interactive sessions.

In addition to the two experiences, Absolut will be partnering with 12 cocktail bars across London to introduce 12 unique twists on classic mixes. Flavoured vodkas such as Absolut Citron and Absolut Peppar will be used to create the likes of Absolut on the Beach, Fresh Fruit Martini and Bloody Mary.

Rick Bennett-Baggs, senior brand manager at Absolut, said: "Absolut is looking to have a bigger presence at this year’s London Cocktail Week highlighting 12 Classics and the stories behind the cocktails. It is great to have all these bars representing Absolut and we hope people enjoy the cocktails and the twists as well as the masterclasses with Rico."

More: London Cocktail Week to include 'cocktail village' and Diageo hub for 2015

In pictures: Absolut creates art activation at New Designers

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