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Crafting the Perfect Vodka Sour: Absolut’s Mixology Masterclass at Web Summit Lisbon 2025

(This article was generated with AI and it’s based on a AI-generated transcription of a real talk on stage. While we strive for accuracy, we encourage readers to verify important information.)

At Web Summit Lisbon 2025, attendees were treated to an engaging guided cocktail experience by Absolut Vodka, an iconic brand within the Pernod Ricard group. Ms. Mariana Reis, Brand Ambassador for Pernod Ricard in Portugal, led the session, demonstrating how to craft a classic cocktail with a modern twist. The aim was to explore Absolut’s world-class spirits and provide accessible mixology tips.

Ms. Reis introduced the chosen cocktail: a sour, traditionally made with whiskey, but reimagined with Absolut Vodka. She highlighted Absolut as a perfect distillate for cocktails due to its lack of added sugar and unique viscosity, which contributes to the drink’s overall flavor profile. The demonstration emphasized that this cocktail is easily replicable at home.

The cocktail preparation began with icing the glasses and preparing a shaker. Ms. Reis explained that the ingredients are simple and readily available. The first liquid component added was 20 mL of sugar syrup, which can be homemade by combining equal parts water and sugar. This foundational element ensures the necessary sweetness and balance.

Next, fresh lemon juice was added, a crucial ingredient for any sour cocktail. Ms. Reis stressed the importance of using freshly squeezed juices, such as lemon and lime, as they significantly impact the cocktail’s quality and taste. This step underscores that quality ingredients are paramount for a superior drink.

Red berry juice was then incorporated to add a distinct flavor dimension. Following this, egg white was included to create a desirable foam and texture; for vegan alternatives, aquafaba or other pre-made foams were suggested. Finally, Absolut Vodka completed the liquid base, chosen for its neutral profile that allows other flavors to shine.

The shaking process involved two stages: an initial shake with ice to chill and combine ingredients, followed by removing the ice and shaking again to activate the egg whites, creating a rich, frothy texture. Ms. Reis noted that Absolut’s unflavored vodka is ideal when other ingredients provide the primary taste, but also mentioned how Absolut’s flavored varieties inspired classics like the Cosmopolitan (with Citron) and Bloody Mary (with Pepper).

Delving into Absolut’s heritage, Ms. Reis shared that the brand dates back to 1879, founded by L.O. Smith in Sweden. Smith pioneered a continuous distillation method, moving away from traditional pot stills, which resulted in a purer spirit. This purity is often associated with a reduced likelihood of hangovers, a welcome benefit for consumers.

Absolut has consistently reinvented itself through innovative marketing, connecting with diverse communities such as LGBTQ+ individuals, women’s empowerment initiatives, and the global bartender community. This forward-thinking approach, combined with its rich history, has been key to maintaining its iconic status and relevance across generations.

The brand’s commitment to sustainability was also highlighted, with all Absolut vodka exclusively produced in a small region in northern Sweden. The specific winter wheat used, grown locally, retains starch, contributing to the spirit’s full-bodied character. This localized production ensures quality and supports regional agriculture.

Regarding common cocktail mistakes, Ms. Reis emphasized the importance of good quality ice and maintaining a proper balance between sweet and acidic components. Even for those who prefer less sugary drinks, the sugar element is vital for a well-rounded, full-bodied cocktail. This balance is a science, though flavor experimentation is encouraged.

Absolut’s primary markets are Europe and Asia, with ongoing efforts to expand its presence globally, including in the US. Ms. Reis observed that while Irish consumers often favor whiskey, Portuguese drinkers show a strong preference for Absolut. The brand appeals to both younger crowds, who appreciate its versatility, and older generations familiar with its classic cocktails.

The finished vodka sour was garnished with a squeeze of lemon peel to block the egg white flavor, ensuring only texture, and a sprinkle of beetroot powder for visual appeal. Ms. Reis encouraged attendees to try making the cocktail at home, emphasizing that simple tools like a jar can substitute a shaker, and fresh ingredients are the most crucial element.

Ms. Reis concluded by reiterating the versatility of vodka, making it suitable for reinventing classic cocktails and creating new ones. The session successfully demonstrated that crafting delicious, aesthetically pleasing drinks is achievable for everyone, reinforcing Absolut’s position as a beloved and adaptable spirit.