Premium vodka brand Absolut is attempting to inspire customers to make cocktails with a digital ‘taste perfection’ campaign.

The campaign focuses on 12 classic vodka cocktails, which will be promoted on the brand’s social media channels. Consumers will be encouraged to create their own cocktails to win Absolut prizes.

Absolut is also revamping its packaging and has reduced the amount of glass used to reduce its environmental impact. PoS promoting the new design and the campaign is available to retailers.

Adam Boita, head of marketing for Pernod Ricard, said the 50% of cocktail drinkers like to experiment with variations on the cocktails that they like.

“We recommend retailers creatively cross merchandise Absolut in their stores to provide shoppers with the complete solution to some of the classic cocktails,” he added.