Press Information
November 2006

ABSOLUT ICEBAR Opens in Copenhagen

People in Copenhagen will be able to enjoy a new bar that is unlike any other when ABSOLUT ICEBAR COPENHAGEN opens in spring 2007 inside the new lifestyle hotel Copenhagen Hotel 27. Inside the bar, where the walls, bar, artwork, furniture and even the glasses are made of crystal-clear ice, the temperature will remain at a constant -5°C.

Experience the magical beauty of ice in Copenhagen's coolest bar, ABSOLUT ICEBAR COPENHAGEN, which will open in spring 2007. ABSOLUT ICEBARs is a widespread bar concept developed by ABSOLUT and ICEHOTEL with bars in Stockholm, Milan, London and Tokyo. With interior fittings, sculptures and artworks made in crystal-clear ice from the Torne River in northern Sweden, Copenhageners and tourists in Copenhagen will now get the chance to enjoy a unique bar experience.

Coats and Gloves
ABSOLUT ICEBAR COPENHAGEN will keep an indoor temperature of -5°C all year round. The bar can accommodate up to 50 thirsty guests who will be provided with coats and gloves so they do not freeze while enjoying first-class ABSOLUT cocktails in glasses made of ice.

Opens in Copenhagen Hotel 27
ABSOLUT ICEBAR COPENHAGEN will open in the new lifestyle hotel Copenhagen Hotel 27 in Løngangstræde 27 in the heart of Copenhagen.

- ABSOLUT ICEBAR COPENHAGEN is an important part of our profile as a lifestyle hotel. The bar serves first-class cocktails and offers a unique bar experience with fantastic artwork and design in ice. Guest rooms and the rest of the facilities at Copenhagen Hotel 27 are also distinguished by sensational design, says Jette Schjøtt, General Manager at Copenhagen Hotel 27 who is thrilled to have Copenhagen's most spectacular bar concept in her hotel.

The original idea comes from the ICE HOTEL in Jukkasjärvi where the world's first ABSOLUT ICEBAR opened back in 1994. The common denominator for all is that they offer a total 'ice experience'.

- We have found the perfect partner in Copenhagen Hotel 27 as well as the best location for our new ABSOLUT ICEBAR. It may sound like a crazy idea to bring ice from northern Sweden to build an experience bar in Copenhagen, but the crystal-clear ice from the Torne River makes a visit to the ABSOLUT ICEBAR a sensory experience, promises Agnetha Lund, Director ICEBAR International at ICEHOTEL.

Eva Hedberg, Area Director West Europe of V&S Absolut Spirits, adds:

- ABSOLUT is a creative brand that always aims to surprise. Together with ICEHOTEL and Copenhagen Hotel 27 we make an incredible addition to Copenhagen's variety of bars. ABSOLUT ICEBAR COPENHAGEN is like nothing else.

Further Information
Eva Hedberg, V&S Absolut Spirits, tel: +46 744 73 91, e-mail: eva.hedberg@absolut.se
Agnetha Lund, ICEHOTEL AB, tel: +46 70 668 0406, e-mail: agnetha.lund@icehotel.com
Jette Schjøtt, Copenhagen Hotel 27, tel: +45 7027 5627, e-mail: jette.schjott@hotel27.dk
Or visit www.absolut.com, www.absoluticebar.com, www.icehotel.com, www.hotel27.dk

Facts about ABSOLUT ICEBAR
ABSOLUT ICEBAR is a franchise concept developed by Swedish premium vodka brand ABSOLUT and ICEHOTEL. The first ABSOLUT ICEBAR opened at ICEHOTEL in Jukkasjärvi, Sweden. ABSOLUT ICEBARs have since been established in Stockholm, Milan, London, Tokyo and now, Copenhagen.

All ice used to build and run an ABSOLUT ICEBAR is brought from the Torne River in northern Sweden. When the quickly moving water freezes it becomes crystal clear which is a must in order for an ABSOLUT ICEBAR to be built with focus on its unique artwork.

The partnership between ABSOLUT and ICEHOTEL began back in 1994 when the worldwide advertising campaign ABSOLUT VERSACE was shot in and around the ICEHOTEL in Jukkasjärvi. The campaign, photographed by Herb Ritts, used models Kate Moss, Naomi Campbell, Mark Finley and Markus Schenkenberg. All the models wore creations designed by Gianni Versace inspired by the classic ABSOLUT bottle.

Art plays an important role at an ABSOLUT ICEBAR. Twice a year ICEHOTEL invites various artists to create interiors and sculptures out of the Torne River's crystal-clear ice, thereby recreating the entire setting at ABSOLUT ICEBAR.

ABSOLUT VODKA is the world's third largest international spirits brand with sales on more than 126 markets. The head office is in Stockholm while all production is carried out in Åhus in southern Sweden.

ICEHOTEL in Jukkasjärvi on the shores of the Torne River is the world's most famous hotel made of snow and ice. Its fantastic architecture and magnificent artworks have placed Jukkasjärvi on the map of the world.