Born to Mix, Ready to Shine: Be ABSOLUTely Unforgettable at UNTOLD
When the music sets the tone, the lights come on, and the vibe reaches its peak, ABSOLUT makes its presence felt where it matters most: among people, in the heart of the festival.
In 2025, ABSOLUT raises the bar and arrives at UNTOLD with an immersive universe built around the idea that each of us is a unique and unforgettable mix: of emotions, choices, style, and energy. Under the global concept “Born to Mix,” the brand brings to life three distinct worlds within the activation area, each inspired by an iconic cocktail.
Espresso Martini keeps the rhythm with those dancing at dawn and never turns down an extra kick of intensity. Pornstar Martini ignites the stage for the brave spirits who are unapologetically in the spotlight, while Watermelon Lemonade perfectly refreshes the summer of those living with ease and a smile on their face. Each cocktail has its own space, its own vibe, its own story, and you’re invited to be part of it.
The ABSOLUT zone is a micro-universe of personal expression, where the decor, activations, and overall vibe are designed to amplify who you are, not cover you up. Professional dancers set the tone with live shows that will get you into the rhythm, a DJ teaches you how to mix like a pro, and if you want to stand out, you have the freedom to paint your beard or hair in electric colors, right there in the middle of the festival. And because personal expression goes beyond looks, there’s a special corner where you can create your own patch – a mix of art, DIY, and manifesto.
“For us, Born to Mix isn’t just a global concept: it’s a way of seeing the world. We believe in the freedom to be who you are, in the energy that arises when different people gather with open hearts, and in the power of an authentic vibe. At UNTOLD, we want to offer exactly that: a space that doesn’t impose, but invites. Where everyone can be unforgettable in their own way,” said Mihai Alexandru, White Spirits Brand Manager – Pernod Ricard Romania.
UNTOLD 2025 is undoubtedly one of the most anticipated moments of the summer. But ABSOLUT’s presence makes it more than just a festival: it turns it into a stage where you can play your own version of freedom. Whether you choose to shine, lose yourself in the crowd, or find yourself again, do it completely, intensely, and sincerely.
Be ABSOLUTely unforgettable at UNTOLD!
About Absolut
The story of Absolut began in 1879 in Sweden with the vision of Lars Olsson Smith – an innovator who changed the game and created a different kind of vodka: purer, cleaner, bolder. What started as a local experiment gradually became a global symbol of freedom of expression.
Officially launched in New York in 1979, Absolut conquered the world not only with its distinctive taste but also with the courage to break the mold: through iconic advertising campaigns and bold artistic collaborations.
Today, Absolut is more than just a vodka. It’s a statement of style, a manifesto of diversity, and a brand that continues to inspire people worldwide to be exactly who they are: unique, creative, authentic.