Absolut Vodka has made a splash at Coachella 2025 with the launch of its Absolut House of Cosmo, a bold and immersive experience celebrating cocktails, creativity, and culture in the heart of the desert. As the Official Vodka Partner of the iconic music and arts festival, Absolut delivered more than just drinks — it served up a full sensory journey in partnership with pop culture icon Paris Hilton and digital tastemaker Tefi Pessoa.
Unveiled earlier this month, the House of Cosmo pays homage to the Cosmopolitan cocktail, a drink Absolut has long helped popularize around the world. The curated activation offered festivalgoers a chance to cool off and connect while enjoying premium cocktails and a variety of interactive elements with over 30,000 attending.
“Coachella has always been a special place for me — it’s where art, music, and culture come together in the most inspiring way,” said Hilton, who returns to the festival not only as a guest but as a creative collaborator. “After nearly two decades of attending Coachella and making a special appearance with Absolut last year, I’m so excited to expand our partnership to create something truly unforgettable this time.”
Hilton, who recently took on the role of Partner-in-Cosmo with Absolut, helped design the immersive House of Cosmo experience with her signature “sliving” aesthetic — a combination of slaying and living your best life. The pop-up venue includes a curated Absolut cocktail menu, a “Sliving Room” lounge for connection and conversation, and vibrant self-expression stations where guests can snap and share festival moments in style.
In addition to Hilton’s star power, Absolut teamed up with cultural commentator and viral sensation Tefi Pessoa to enhance the experience and help fans get “festival-ready.” Known for her engaging online presence and witty takes on modern culture, Pessoa offered exclusive tips and insights through the Absolut House of Cosmo Textline. Guests 21 and older can text 442-200-5576 to receive real-time updates and advice straight from the desert.
“As a culture connoisseur, I’ve always admired Coachella as a space where the most creative minds come together to shape what’s next,” Pessoa said. “After years at the festival, I’ve learned how to make the most of the experience — and now I get to help others do the same. It’s a dream to be working with Absolut to bring all of that to life.”
Throughout both Coachella weekends, the House of Cosmo is offering fans a sanctuary to unwind and indulge. In addition to its signature cocktail service, the activation will feature surprise performances, exclusive merchandise, and intimate moments designed to celebrate inclusivity and individuality — values that have long been at the heart of the Absolut brand.
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“The Absolut Cosmo has always symbolized bold self-expression, and there’s no better place to celebrate that than Coachella,” said Caroline Begley, Vice President of Marketing for Absolut. “This year, we’re proud to mix it up with two cultural powerhouses, Paris Hilton and Tefi Pessoa, to provide a unique and immersive experience for festivalgoers that goes beyond just great drinks — it’s about community, creativity, and culture.”
The collaboration isn’t confined to the Coachella grounds. Absolut and Hilton are extending the experience nationwide with the launch of the Absolut x Paris Hilton Cosmo Collection, available exclusively through ReserveBar. The collection includes the Ready-to-Serve Absolut Classic Cosmopolitan, allowing fans to bring home a premium cocktail experience without the hassle of mixing, along with signature merchandise curated by Hilton herself.
“I wanted to create something that lets people take the Coachella energy with them, even after the festival ends,” Hilton said. “With the Ready-to-Serve Cosmo and our new merch, everyone can sliv their best Cosmo summer from anywhere.”
For Absolut, the activation reinforces the brand’s ongoing commitment to pushing boundaries and celebrating self-expression. The Coachella partnership builds on its “Born to Mix” campaign — a platform that positions the brand at the intersection of culture, cocktails, and collaboration.
