Launching on the longest day of the year, the festival will bring the age-old Swedish tradition of Midsommar to London, with events and £6 drinks for Festival Pass holders in a cherry-picked selection of the city’s greatest bars. For the first time, Festival Passes will be free of charge – guests will simply need to download the free DrinkUp.London app and activate their passes to participate.
Adam Boita, Head of Marketing for Absolut UK, says: “In Sweden, Midsommar is a core tradition but its principles are easily shared here in the UK with warmer weather naturally bringing people together to dance, share food and, of course, enjoy great drinks. Absolut Midsommar is about celebrating the start of summer and the beginning of a more convivial period of the year, so we’re delighted to have DrinkUp.London’s support in our quest to introduce even more people to this fantastic occasion.”
Bespoke Absolut Midsommar cocktails will cost £6 for those with a Festival Pass and the full bars list and event timetable will live online at DrinkUp.London and within the free app closer to the time.