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Jakarta Post

Smirnoff fuses ethnic music with dance genre in latest campaign

  • Inforial

    The Jakarta Post

Jakarta, Indonesia   /   Tue, January 8, 2019   /   12:01 am
Smirnoff fuses ethnic music with dance genre in latest campaign . (./.)

Get ready to experience a unique, eclectic way to party.

In keeping with the effort to promote responsible drinking, you must be at least 21 years old to read this content.

Vodka brand Smirnoff fuses ethnic music with the dance genre as the main element of its ongoing brand campaign. Under the motto “Mix It Up”, a series of parties entertains crowds in Jakarta, Yogyakarta, Medan, Surabaya, Bali and Bandung, while serving partygoers a diverse range of cocktails.

Revelers will dance to a fusion of ethnic and dance music played by talented disc jockeys (DJs) while enjoying cocktails with flavor variations as eclectic as the musical presentation itself, prepared by Smirnoff. The brand concluded its first stints in Jakarta on March 29 and Yogyakarta on Oct. 17 last year. The tour continued this year in Medan on Nov. 3, Surabaya on Nov. 15, Bali on Nov. 30 and Bandung on Dec. 1, 2018.

In each town, local DJs fuse dance music with ethnic sounds from the region. The lineup of DJs includes Jevin Julian, Putri Una, Osvaldorio, Kartika Ayu and Weird Genius.

These DJs offer an eclectic mix of music inspired by their cities’ unique cultures and contexts especially for those who are into nightlife. The experience is amplified by unique cocktails blended by the brand’s mixologist Arey Baker with flavors that go with the unique musical styles. With entertainment that simultaneously stimulates all your five senses, the party is an experience to remember.

The Jakarta event last March provided a sneak preview of what the upcoming parties hold in store for you: At the Jakarta event, DJ Jevin Julian’s track “Jakarta Mix” contained samples of the cacophony Jakartans go through on a daily basis, with motorists honking their horns and vehicle exhausts creating endless noise while spewing black smog. Partygoers danced along to the surreal tunes while sipping vodka and soda cocktails of raspberry lollipop flavor.

The dance number itself reflected urbanites’ fearlessness in taking on the challenges they have to go through every day to earn a living. Since Jakarta has no specific ethnic music to begin with, the DJ chose to incorporate in his music the chaotic noise of city streets.

During the Yogyakarta event, which was held in mid-October, meanwhile, Central Java-born Osvaldorio played his tune, rooted in the Javanese gamelan sound that is highly popular in both Central Java and Yogyakarta, while partygoers tasted a cocktail with a local touch, where vodka was mixed with turmeric to create an unusual blend of unexpectedly pleasing flavors.

The Medan party, which will be hosted on Nov. 3, will feature DJ Putri Una’s composition inspired by North Sumatran ethnic music, enjoyed to a cocktail with strong black coffee flavor, developed in response to the increasing popularity of black coffee across the globe, including Indonesia.

At the Surabaya event on Nov. 15, DJ Weird Genius will play a locally inspired dance track while guests enjoy the Smirnoff Signature Skyball cocktail, where vodka is blended with the famous green apples from Malang, East Java, and candy floss.

At the Bali event on Nov. 30, a DJ will fuse local gamelan music with dance beats. Enjoy the music while drinking a cocktail where Smirnoff vodka meets pineapple and lime.

The stories behind the glasses

All these unique cocktail blends presented during the parties are created by Baker, a 2014 Diageo World Class Indonesia mixology champion. He is known for his unique abilities in inventing cocktails featuring special Indonesian flavors.

“I will experiment to create a new kind of fun for partygoers, giving them two classical Smirnoff cocktails – the Screwdriver and Skyball – which will surprise drinkers with their very distinguished flavors thanks to local ingredients I will mix with them. The flavor blends will show you just how extraordinary the vodkas are to create mixed flavors,” Baker said.

According to Baker, the Smirnoff vodka is filtered three times before being distilled 10 times; its manufacturing process produces a soft flavor and lucid color. With this process, Baker added, Smirnoff gave drinkers the best vodka to blend with local flavors to celebrate local cultures.

“Indonesia is a country full of inspiration, with the unique diversity of its people, as well as the endless diversity of its nuances and talents,” he said, explaining why Indonesia was an ideal place for mixologists to experiment with their flavors.

“Creativity is key to coming up with the best cocktails. This journey is really fun and creative, not only enhancing the flavors of each city with the addition of vodka, but also presenting them alongside the DJs’ music, a blend of local sounds and dance beats,” he added.

If you are a music lover above 21 years of age, join us on Facebook, or check out our Instagram handle Smirnoff_ID, where you can find out more about our Mix It Up parties.

Get ready for a party like you’ve never experienced before.

To promote responsible drinking, we would like to convey the following messages regarding alcohol consumption:

  • Enjoy Smirnoff responsibly
  • Do not drink and drive.
  • Please also do not share this content with individuals below 21 years of age.

.. (./.)