Absolut Envisions How Individual Neighborhoods Taste With AI-Mixed Cocktails

If different neighborhoods were condensed into drinks, what would they taste like? That’s the question Absolut Vodka is inviting fans to answer, by allowing Canadians to nominate the country’s diverse communities to be turned into a cocktail mixed by artificial intelligence.

The initiative, created in collaboration with advertising agency Ogilvy Canada, aims to pay homage and reimagine the nation’s most iconic regions, spanning all the way from Mile End to Ossington. To concoct the beverages, the premium vodka label reached out to locals and bartenders for help.

Fans had to identify key attributes—or “ingredients”—of each district, including the various boroughs’ vibrant cultures, storied histories, and diverse populations. Absolut fed these specific prompts to AI, which came up with stunning cocktail portraits for each neighborhood.

Using these portraits as inspiration, the brand then worked with mixologists to bring the beverages to life, thereby allowing enthusiasts to literally sip the flavors of their beloved neighborhood.

Francesco Grandi, Chief Creative Officer at Ogilvy Canada, explained that the digitally-infused drinks stemmed from an idea “at the heart of Absolut’s DNA.” The firm believes AI can help unlock a new level of creativity to push forth campaigns that will “delight audiences everywhere.”

Head here to check out the list of cocktails inspired by neighborhoods in Canada, or nominate a specific region by recounting what makes it so special. Cocktail recipes and artwork are available to be downloaded from the site.

[via LBB Online and The Message, images via Absolut]