She's So New York

ABSOLUT® VODKA AND FILMMAKER SPIKE LEE BRING BROOKLYN TO DA HOUSE WITH NEW CITY-INSPIRED FLAVOR

Limited-Edition ABSOLUT® BROOKLYN Kicks off Summer-Long Movement

Celebrating Brooklyn Stoop Life

NEW YORK, NY – (June 3, 2010) – The world’s most iconic vodka, in collaboration with famed filmmaker Spike Lee, officially kicks off a summer-long celebration in honor of the launch of ABSOLUT® BROOKLYN, the latest limited-edition, city-inspired flavor to be added to the ABSOLUT® VODKA flavor portfolio. Capturing the vibrancy, diversity and rich heritage of New York City’s most celebrated borough, ABSOLUT BROOKLYN features an invigorating blend of red apple and ginger replete in a specially-designed bottle reminiscent of the ubiquitous “Brooklyn Stoop Life.”




Designed in collaboration with Spike Lee, the bottle is a colorful depiction of the stoop where the Brooklyn-bred auteur grew up - #165. Harkening back to the decades-long notion that the stoop is truly the epicenter of creativity, culture and community, the bottle serves as an homage to that Brooklyn ideal of stoop life – where memories are made and ideas are sparked through conversation and camaraderie. Other subtle nods include Brooklyn nicknames on the steps of the stoop and a line from a love letter to Brooklyn written by poet/actor Lemon Andersen. In addition, the Lars Olsson Smith seal, never before altered on the iconic ABSOLUT bottle, has been “Spiked” – Lars wears a baseball cap and glasses evocative of Spike Lee.

“It was a great honor to be approached by ABSOLUT to collaborate on this project. Brooklyn deserves to be honored in the best possible light, and I hope Brooklynites from Carroll Gardens and Cobble Hill to Bensonhurst, Boerum Hill and Sheepshead Bay feel like I represented Bucktown to the fullest,” said Spike Lee. “It’s all about the 718 this summer, so let the ABSOLUT BROOKLYN stoop parties begin.”

“Spike Lee is the epitome of what it means to be from Brooklyn. He has built a masterful career examining this corner of the world, and we knew his vision would lend credence and authenticity to what we hope to accomplish with this flavor introduction,” said Ian Crystal, Brand Director for ABSOLUT VODKA. “This is the first time ABSOLUT has collaborated with a visionary on a city flavor and we gave him carte blanche in coming to us with ideas that were truly representative of Brooklyn.”

The celebration of “Stoop Life” kicks off on Tuesday, June 8, at the Fifth Annual Brooklyn Blogfest, continues with a press conference on June 9 in Bedford-Stuyvesant with Habitat for Humanity - New York City and caps off with the official launch party at PowerHouse Arena in DUMBO on Thursday, June 10.