I really like this little app by Absolut Vodka. As the name “Drinkspiration” suggests it’s a cocktail finder designed to help you decide on what to drink based on location, sound level, ingredients and time of day etc. I’m just thinking of the countless number of times this could have saved me from ordering yet another boring gin&tonic (don’t get me wrong, I like a gin&tonic as much as the next person, but variety is key here). When you have decided on a cocktail the app will tell you exactly what ingredients you need, so all you have to do is show it to the bartender or start mixing. I think this is one of those rare occasions where a company actually gets it right when it comes to branded content and comes up with something people would actually want to use.
The app also connects to social sites like Facebook and Twitter so you can share cocktail recipes and tell people where you’re having your new favorite drink. I don’t know if I would ever use that feature myself, but if it caught on with more active facebook users it could potentially give Absolut a much sought after presence in people’s social networks.
But I think the real strength of Drinkspiration is that it doesn’t overdo the advertising side of things. It uses the visual identity of Absolut but keeps the application looking stylish at the same time. It doesn’t limit it’s recipes to vodka based cocktails, but suggests drinks based on other kinds of liquor as well. So you don’t really feel like you’re being subjected to advertising when you use it, and I think that’s key to making it attractive in the digital age of today where you almost always can find an ad-free alternative.
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