Absolut: Born to Mix – Uniting Dance and Cocktail Culture 

In our latest global initiative, Born to Mix, we blend the worlds of dance and mixology.  

Here, we celebrate the powerful connection between dance and cocktails, highlighting their shared creative ability to unite people and spark meaningful social connections.  

Born to Mix: A Celebration of Movement  

Mixing is movement. Whether we’re swirling, shaking, or stirring while crafting iconic cocktails like the Absolut Cosmo or the Absolut Espresso Martini, the process demands precision, rhythm, and creativity—much like dance.  

From viral social media trends to underground battles, dance is a universal language that transcends borders, energizes communities, and brings people together through shared expression. 

Dance and Cocktails: A Perfect Blend 

At the heart of our “Born to Mix – World of Absolut Cocktails” experience is a film crafted by a collective of global creatives, including renowned choreographer Shay Latukolan, where dance battles and cocktails intertwine.  

Directed by Henry Scholfield, one of the world’s leading music video directors, the film features a diverse group of world-class dancers whose infectiously choreographed moves bring Absolut’s most iconic vodka cocktail serves to life through energetic dance battles.   

From the smooth sophistication of the Absolut Cosmo to the fiery edge of a spicy Absolut Bloody Mary, each cocktail showcases joyful self-expression and liberating creativity.  

The dance battles are soundtracked to a bold cover version of En Vogue’s classic anthem, “Free Your Mind,” by rapper, DJ, and record producer Channel Tres. With powerful lyrics and danceable beats, the reimagined track makes for an unexpected yet perfect mix.  

Absolut’s Commitment to Creativity and Connection 

Deb Dasgupta, VP Global Marketing at Absolut Vodka, shares:  

“Absolut has always been a fierce champion of creativity and cultural change. With Born to Mix – World of Absolut Cocktails, we’re not just honoring that legacy, we’re elevating it. Dance today is the ultimate act of mixing – raw, real, and full of expression. By celebrating movement and mixology as universal languages, we’re inviting people to connect, express and spark cultural mixing – from the bar to the dance floor and beyond.” 

Absolut: A Catalyst for Cultural Mixing 

This latest initiative shows that we are a true catalyst for mixology—not just in drinks, but in culture.  

From introducing the first flavored vodka, Absolut Peppar in 1986, to helping define game-changing cocktails such as the Cosmopolitan, thanks to Absolut Citron, we like to think we have shaped more than what people drink, but how they come together. 

Click here to watch the new film and listen to Channel Tres’ remix of “Free Your Mind”.