Absolut Vodka has expanded Drinkspiration, an application combining the latest mobile technology with GPS, Twitter and Facebook, to Google?s Android operating system to create buzz among mobile consumers.

Drinkspiration is an interactive encyclopedia of recipes that helps users find and share personalized drink recommendations based on taste, weather, time of day, bar vibe, sound volume and real-time drink trends. Drinkspiration by Absolut for Android is available for free in the Android Market, and there is also a free version of the application in Apple?s App Store.

?We wanted Drinkspiration by Absolut to be available for a larger audience, and not only for iPhone users,? said Fredrick Tallroth, senior manager of interactive marketing at the Absolut Co., Stockholm, Sweden. 

?The target demographic is both men and women above the legal drinking age who enjoy ordering a drink when socializing with friends in bars,? he said.

Absolut Vodka is the third-largest brand of alcoholic spirits in the world after Bacardi and Smirnoff, and is marketed in 126 countries.

The brand?s largest export market is the United States. More than 40 percent of the imported vodka in the U.S. is Absolut.

Since March 2008, the company has been owned by the French firm Pernod Ricard, having been sold as a part of the V&S Group, which was owned by the Swedish government.

Appsolut Vodka
The Drinkspiration by Absolut application was created by digital marketing agency Great Works and developer apegroup.

Mr. Tallroth said that Absolut wanted to create the first interactive spirits application of its kind, combining top-of-the line mobile technology with social media interaction and user-generated content.

Drinkspiration features hundreds of vividly illustrated drink recipes to satisfy every drink preference.

The user can browse recipes or get personalized drink recommendations based on personal taste, location or occasion.

The application is designed for bar guests wanting to try something new, according to Absolut.

Another of Absolut?s key goals is for Drinkspiration to serve as an inspirational tool for both people who mix cocktails at home and professional bartenders.

Drinkspiration lets users share their location and real-time drink choices through Facebook and Twitter integration, which spreads the word about the application virally.

Combined with GPS capabilities, a status update generated by the application could be, for example, ?John is having a Bloody Mary in Buenos Aires.?

The mobile application also integrates with http://www.absolutdrinks.com.

Consumers can sign up for an account so that the drinks ordered in their mobile application automatically creates top lists in their profile.

Taken, not stirred
From Absolutdrinks.com, users can also download badges to place on their blog or homepage that are automatically updated with their favorite drinks.

In addition, the application gives users a glimpse of the international nightlife scene, letting them see what drinks are ordered worldwide in real-time, highlighting global drink trends and top-cocktail lists?all made possible by GPS technology.

Absolut also recently updated the version of Drinkspiration for Apple?s iPhone and iPod touch.

When asked if there are plans to roll this out to other smartphone platforms, Absolut played its cards close to its vest.

?We are evaluating the opportunities continuously,? Mr. Tallroth said.