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Absolut® Goes Gaga

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SOURCE Pernod Ricard USA

Absolut® and Lady Gaga - Announce Collaboration to Transform the Concert of the Season into an Experience of a Lifetime

NEW YORK, May 1, 2014 /PRNewswire/ -- Absolut Vodka and the Grammy Award-winning Lady Gaga have joined forces to transform the concert of the season artRAVE: the ARTPOP Ball, in support of the number one bestselling album ARTPOP - into an experience of a lifetime for a few lucky fans.  Throughout Lady Gaga's US concert tour, Absolut will provide the opportunity for lucky fans to watch the performance from the Absolut ARTPOP Lounge – a one-of-a-kind, onstage bar created to be part of the theatrical set – while sipping custom cocktails like the "Absolut Gaga" (ginger ale, apple sparkling cider, grapefruit and Absolut).

How will Absolut transform a Lady Gaga lover from a spectator to part of the spectacle?  Two lucky fans at each concert in the United States will be chosen in real-time each to have their seats transformed.  Fans also have the chance to win Absolut ARTPOP Lounge tickets to select shows across the country through the #Absolutgaga contest at www.absolutgaga.com.  Fans are encouraged to share creative ideas for how they would transform their community for a chance to win.

"At Absolut, we believe transformative collaborations are the cornerstone of creativity," said Joao Rozario, Vice President, Vodkas, Pernod Ricard.  "Absolut – a brand with a rich history of innovative collaborations with artists spanning art, music and fashion – and Lady Gaga, a beacon of creativity and individuality, are coming together to add awe to an already inspiring entertainment experience."

"This show is going to be unlike anything we've ever done before, so get ready to party," said Lady Gaga. "Thanks to Absolut, we have created a special experience where fans can actually sit inside the stage and have their own bar. It's going to be a huge rave in the spirit of art and creativity."

"We are thrilled to play matchmaker in bringing together two celebrated icons: Lady Gaga and Absolut," said Russell Wallach, President of Media & Sponsorship, Live Nation. "This unique collaboration not only gives Gaga devotees unprecedented access to their favorite artist, it seamlessly integrates Absolut into the transformative concert experience."

Beginning May 1, Lady Gaga and Absolut fans over the age of 21 can visit www.AbsolutSummer.com to enter for a chance to see Lady Gaga live in Sweden, home of Absolut.  One national grand prize winner will win a trip for two to see Lady Gaga's show live in Stockholm, Sweden. Trip includes roundtrip airfare and hotel accommodations for five days and four nights, round-trip train transportation to/from airport/central station in Stockholm, spending money and two tickets to the Lady Gaga concert in Stockholm on September 30, 2014.

In addition, beginning May 12, a dozen LGBT-friendly bars in cities throughout the country will host Gaga-inspired runway shows. Fans will compete to prove who can best transform themselves into their own personal expression of Lady Gaga for the chance to win two tickets to the Absolut ArtPOP Lounge at the ArtPOP Ball in their city. While witnessing the Gaga transformations, participants and onlookers can enjoy another Gaga-inspired cocktail "The Absolut Monster," made up of Absolut Mandrin, pineapple juice and grenadine.

The artRAVE: The ARTPOP Ball world tour kicks off in Fort Lauderdale, FL on May 4 followed by dates across North America, Asia, Australia and Europe.   More than 750,000 tickets have already been sold for the tour making it one of the biggest of 2014.

For more information on Absolut's partnership with Lady Gaga, for Gaga-inspired cocktail recipes or to enter the #AbsolutSummer sweepstakes or the #Absolutgaga contest please visit www.facebook.com/AbsolutUS.  For more information on Lady Gaga's ArtRAVE: The ArtPOP Ball concert tour, please visit http://www.livenation.com/ladygaga.

artRave: The ARTPOP Ball is produced globally by Live Nation Global Touring.

ENJOY RESPONSIBLY

ABSOLUT® VODKA. Product of  Sweden. 40% Alc./Vol. Distilled From Grain. © 2014 Imported by Absolut Spirits Co., New York, NY.

About Absolut
Absolut Vodka has been committed to developing innovative flavors since the introduction of Absolut Peppar in 1986, its first flavored vodka.  Since then, Absolut has continued to bring a unique twist to common flavors with products such as Absolut® Mandrin®, Absolut® Citron, Absolut® Kurant®, Absolut® Vanilia, Absolut® Raspberri, Absolut® Apeach®, Absolut® Ruby Red, Absolut® Pears, Absolut® Mango, Absolut® Berri Acai, Absolut® Wild Tea, Absolut® Orient Apple, Absolut® Grapevine and Absolut® Cherrykran.

About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more than 18,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI). The company's leading spirits and wines include such prestigious brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlua® Liqueur, Beefeater® Gin, Plymouth™ Gin, Seagram's Extra Dry Gin®, Martell® Cognac, Hiram Walker® Liqueurs, Pernod®, Ricard® and Avión™ Tequila (through a joint venture with Tequila Avion); such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouet® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

Pernod Ricard USA is based in Purchase, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.

About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world's leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation & House of Blues Concerts, LN Media and Artist Nation Management. For additional information, visit: www.livenationentertainment.com

CONTACT:

Absolut Vodka:

Lauren Nodzak

James Ellington

212-372-5345

212-445-2384

Lauren.Nodzak@pernod-ricard.com

jellington@webershandwick.com

Live Nation:

Jacqueline Peterson

310-360-3051

JacquelinePeterson@livenation.com

©2012 PR Newswire. All Rights Reserved.

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