DFS launches Absolut Denim at Changi

Nicole Mezzasalma


The new duty-free exclusive Absolut vodka edition will be available only at Singapore Changi airport in March

Absolut DenimTravel retailer DFS Group and liquor supplier Pernod Ricard Asia Duty Free have partnered to launch the new travel-retail and duty-free exclusive Absolut vodka edition at Singapore Changi airport. The Absolut Denim gift pack will be available only at DFS’ departures and arrivals stores at Changi during the month of March, after which it will be rolled out to selected international airports worldwide.

Absolut Denim is a collaboration with Brooklyn-based denim designer Loren Cronk, who designed a form-fitting skin for the bottle. For the global launch at Changi, an in-store installation including interactive components such as the Backwards Bar, which allows travellers access to DFS’ mix-it bar to create their own Absolut cocktails, will be promoting the product.

On April 24–30, a special event will involve an on-site tailor crafting bespoke denim skins for customers as well as an Absolut mixologist to create innovative cocktails. During that week, designer Cronk will make an in-store appearance at Changi.

DFS Group managing director Asia South Craig McKenna said: “This is an excellent collaboration between Absolut, Changi airport and DFS—to be the world's first to launch the Absolut Denim. This is in line with our positioning as a company to always offer customers the latest products and most unique experiences in the market. We hope that patrons will enjoy the ingenuity of Absolut Denim and exciting activities happening at DFS Changi airport."

Absolut Denim will be available on shelves for S$27 ($21) until the end of July.

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