In an attempt to tighten its already-taut grip over the vodka-buying American public, Swedish brand Absolut (which currently accounts for 40% of all US vodka sales) has released yet another variety of its well-known liquor. This time it’s luxury vodka aimed at those with a penchant for something classier… and more potent. Specifically, it’s of the 100-proof variety (hence its moniker: Absolut 100) and has been marketed as the perfect accessory to a 1920s-speakeasy-themed cocktail party.

Judging by Absolut’s product placement in 50 Cent's video for "Ayo Technology," and a recent promotional blowout bash in Manhattan, the company’s marketing team is hard at work. But, will all their efforts amount to anything? psychoPEDIA supplanted a smooth black bottle of the vodka in question into the hands of Ilirjana Alushaj, who not only hails from a vodka-drinking nation (the former Yugoslavia) but is also prime fodder for marketers – a hip, forward-thinking twenty-something living in Williamsburg – to find out.

After stints in Serbia, Montenegro and Australia, Alushaj made her way to NYC. She soon co-founded the online zine, The Pop Manifesto, with pal Karl Maier, formed (and fronts) the dark and brooding Apache Beat, and has since lent her vocal skills to the likes of The Rapture and The Filthy Dukes. She's also no stranger to marketing (i.e. she’s been paid by companies to use their products around her friends in order to spark word-of-mouth advertising). So, she set up shop with a few of her friends: Cameron Cook, Editor-in-Chief of Sup Magazine and Blair Carswell, DJ and face behind the blog Music For Robots. Here, after an Absolut 100-fueled weekend of shows, debauchery and illness, Alushaj gives us the full report:

So how was your weekend with Absolut 100?
Lame, I got ill. Not the vodka’s fault though, just New York weather.

Do you drink vodka often?
Yes I do. My Slavic background means I have to by default.

What about during shows?
Not really. Well, at least no more than a few before we play. I have a fear of falling off stage or something equally embarrassing.

What is your favorite alcoholic beverage?
My favorite drinks are whisky and coke as well as vodka and cranberry. Those are in my book as default good drinks.

What is your tolerance like? Is it higher than your friends thanks to your Slavic background?
I have a high tolerance. It used to be higher, but I didn't drink for ages, and sadly it is not as impressive as it once was. I am working on it though.

So, what were your friends’ impressions of the Absolut 100? Did they like the packaging?
Yeah they were pretty impressed; they thought I’d spent a load of money on them. So, I guess that means it looks expensive.

How did they like the taste, did anyone try it with a mixer?
Cameron had it with cranberry juice.

Sounds very seasonal…
Yeah, they actually thought it was smoother than the regular version, exactly like it says on the bottle. Blair preferred his straight and actually noticed the bottle from the 50 Cent video.

So you’ve seen the music video and promotional video?
Yeah. The music video was cool, but I've seen better from both 50 Cent and Timberlake. The Absolut 100 promo was ok; they used word associations, which was kinda funny. Do people still use the word 'fierce'?

Would you ever sell a song for an advertising campaign or let them place a product in one of your videos?
Never sell, but we would let them use one. I mean if it isn't a bad product, I don't see why not, right? Product placement is a harder one though. Not sure if we would be totally into that. And, when I think about it, what type of product would want to be in our video?

Do you think they did the right thing with placing Absolut 100 in 50’s video?
That will help if they want to get the 50 Cent crowd. The design would help too, making it look sleek and giving the appearance of it being more expensive and exclusive to the Cristal-drinking audience.

Absolut 100 is being promoted as having a roaring-'20s twist. Are you getting this from the drink? The bottle?
No. Yes. No.

Were you a big Bugsy Malone fan as a kid?
Who?

You’ve never seen Bugsy Malone?
No. I didn’t speak English until I was 5. I had better things to do than watch rubbish-named movies.

Do you think it's going to set a new generation of kids doing the Charleston all the way to their nearest cocktail bar?
In a word: no.

~Kevin Soar


First photo by Justin Lin