Absolut Vodka has launched Drinkspiration Home Edition, a free cocktail-mixing application for the iPad, targeting consumers of legal drinking age who like to host parties.

With more than 3,000 drink recipes available via the application, Drinkspiration Home Edition is designed to help users get their party started with a variety of vodka cocktails. Users can tap around to discover new drinks and share their customized drink collections on Facebook.

?The application is in line with our ambition to provide exceptional experiences at home,? said Fredrick Tallroth, senior manager of interactive marketing at The Absolut Co., Stockholm. ?The new app allows people to create their own cocktail menus to enjoy with friends, elevating the social moment at home.

?The iPad, used as a tool, brings Absolut?s expertise in making great cocktails to life in an interactive way that no other device can at the moment,? he said. ?The target demographic is anyone above legal drinking age with an interest in mixing cocktails and providing guests with a fun experience.?

Absolut Vodka is a French-owned brand of vodka that is produced in southern Sweden. In March 2008, the French firm Pernod Ricard bought the brand from V&S Group, which is owned by the Swedish government.

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

The creative agency behind the design of the application was Great Works. Developers included Apegroup and 24HR.

Inspired by the iPad
Absolut?s Drinkspiration Home Edition offers shopping list functionalities, a mixing assistant tool, ?How To? mixing videos, step-by-step mixing instructions and a drink randomizer.

The features and functionality of the application are designed to help users to take any house party to the next level, per Absolut.

Mr. Tallroth said that Absolut strives to maximize the latest technology for its tech-savvy consumers, and, in doing so, raise the bar on cocktail creation at home.

With its large high-resolution display and multi-touch functionality, the iPad is the perfect platform for making drink mixing a social happening at the party, per Mr. Tallroth.

Previously available for the iPhone as Drinkspiration Bar Edition, the concept is even more fascinating when optimized for the iPad.

Users can tap and swipe through the colorful drink images to experience drink mixing on the tablet.

With video demonstrations and mixing instructions for thousands of cocktail recipes, Drinkspiration Home Edition is a tool for those who love to entertain, as well as for beginner, intermediate and expert-level bartenders.

The application has six pre-installed Absolut recipe collections, featuring drink themes such as Red, Celebrating, Prohibition, Summer, Classics and Pre-Party.

The user can also create customized drink collections for their parties and share them on Absolutdrinks.com and Facebook.

There are search and browse functions for users to receive drink recommendations based on ingredients found at home.

And if users do not have all of the necessary items for drinks they are looking to make, Drinkspiration Home Edition will create a shopping list and have it emailed to them directly from the application.

Drinkspiration Home Edition is strictly intended for persons above legal drinking age. By downloading the application, users confirm that they are 21 years of age or older.

Users are required to declare that they are of legal drinking age to access the application and may only share Drinkspiration Home Edition content with others who are above legal drinking age as well.

The launch is being supported with selective online advertising.

There are currently no coupons, offers or promotions from Absolut within the application, as it is intended as a value-added experience to build the brand.

?Mobile is very important for Absolut?s overall marketing strategy,? Mr. Tallroth said. ?We have always explored new technologies and how to provide our target group with exceptional experiences through these.?

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