Are you a Rethinker?

Welcome to the Absolut Startup Hub, we are dedicated to support startups that will change the future of packaging.

Let’s shape the future together.

Smart and interactive solutions is on the verge to disrupt the future of packaging. New innovations and tech are transforming the role that packaging plays – from being a container of liquid to a direct link to the consumers. Our vision is to lead that transformation and remain in the forefront with new technologies and richer user experiences. We have launched Absolut Startup Hub to support and coach startups that explore smart packaging solutions that connects people, brands and products in new and exciting ways. This is our commitment to the future.

“We’re a global company that believe in the power, energy and drive in startups. We think great things can happen when these two forces combine”

Ilgi Evecan Duran, Manager LivingLab innovation hub

Smart and interactive solutions is on the verge to disrupt the future of packaging. New innovations and tech are transforming the role that packaging plays – from being a container of liquid to a direct link to the consumers. Our vision is to lead that transformation and remain in the forefront with new technologies and richer user experiences. We have launched Absolut Startup Hub to support and coach startups that explore smart packaging solutions that connects people, brands and products in new and exciting ways. This is our commitment to the future.

“We’re a global company that believe in the power, energy and drive in startups. We think great things can happen when these two forces combine”

Ilgi Evecan Duran, Manager LivingLab innovation hub

this is our startup coaching program

Absolut Startup Hub is a tailor-made coaching program that will help you grow. You will get support on brand building, innovation, marketing and sales from senior executives and managers from the pioneering and creative brand Absolut Company. From our program partners you will also learn more on how to create sustainable businesses, fundraising and how to ensure great customer experiences.
All in all, we’re here to help you to unleash the full potential in your startup’s growth.

This is the first lineup of mentors. More are joining further on.

Ilgi Evecan Duran

Global Innovation Manager

Manages The Absolut Company’s innovation hub; LivingLab which is also behind this startup program. Experienced in leading the innovation agenda, devising brand strategies and coaching startups. She uses her experience in innovation and her position as a board member to help companies in their innovation journeys.

Mauve Croizat

VP of Finance at The Absolut Company, Sweden

15+ years experience in different countries (France, USA and Sweden). She has held multiple positions across finance from Cash management, M&A, business Development and Financial Planning & Analysis. In her spare time, she just joined an impact investing fund, aiming at financing start ups with positive environmental or societal business purposes. She could support in challenging a business model, assessing business opportunities and viability as well as developing business plans or building up presentation to potential investors.

Nastaran Soultani

Director of Åhus Akvavit

10+ years of experience within business development, innovation and marketing globally. Created brands and products from scratch to launches and executions on markets. Understands and been responsible for the entire chain from idea, innovation, marketing, execution and sales on the market. Entrepreneurial background managing her own business as well as long experience from big global organisations. Also holds a diploma in coaching.

JEAN-BAPTISTE MOUTON

General Manager at Pernod Ricard, Chile

GM at Pernod Ricard Chile. 20 years of experience in FMCG, mostly  in Marketing, Sales and General Management. Broad international experience in Europe, Africa and Latin America. Interest in adapting to different work cultures, languages and styles. Keen on new experiences, sharing, challenging, building. He is part of a mentoring network for start-ups in Chile.

Helene Le Person

Venture Partnerships Director, USA

Operating Partner at Convivialité Ventures, which is Pernod Ricard Corporate Venture arm – we invest in b2c startups that will reinvent Convivialité. Fosters collaboration between startups in portfolio and Pernod Ricard markets. Worked in France, Canada and in the US for Pernod Ricard, Danone, and Unilever in multiple marketing and sales positions. Can offer feedback on pitch decks, funding tips, connections in the tech world -through the team in San Francisco-, and help on everything around consumer insights, brand building and go to market strategies.

John Glazewski

Director of Sales Operations & Planning for the Continental Sales Division, USA

20+ years of experience in the US Three Tier Wine & Spirits distribution system working for the Supplier/Producer and also within our Wholesaler network. He has collaborated alot with our Retail, Restaurant and Bar Customers to ensure our brands are within reach of the customer. His main areas of expertise include: Sales & Marketing Strategy, Influencing through others and Bringing New/Existing Products to Market.

Caitriona Murphy

Global Marketing Manager, Malibu, Sweden

Global marketing innovator with international experience across brand, retail and packaging innovation. Working with consumer-centric brands on the forefront of Gen-Z trends , I am passionate about placing true consumer benefits at the centre of all brand building and experiences. With a goal to disrupt the status quo and challenge the role of products and packaging in building consumer relationships, a key project has been the launch of Malibu Connected NFC Bottles, the largest execution of this technology on bottles in the spirits industry. I can provide coaching in both technology scale up and proposition development alongside creating consumer added value experiences through packaging.

Louise Werner

Director of Future Packaging, Sweden

Director of Future Packaging with extensive experience within brand strategy, innovation management and insight generation.

Eric Näf

Packaging Development Director, Sweden

Long experience in marketing, innovation and product development. Has headed up many development projects for Absolut Vodka and also drives packaging strategies and conducts exploration in pursuit of future solutions. Has a stronghold in realization of ideas and concepts and a special interest in any solutions related to intelligent/interactive packaging.

Caroline Perman

Global Marketing Manager, Malibu, Sweden

Leads global marketing and strategy initiatives for Malibu, with +8 years experience from various roles managing consumer brands globally and in the nordics. Have a passion for brand building and a strong commercial focus, always with the end consumer in mind. With experience in brand building and business development and she can help companies in their scale up journey with strategy, marketing and sales related topics.

Lena Danielsson

Global Director New Business, The Absolut Company, Sweden

Expertise in New Ventures and Lena can help startups with innovation and new business development.

Kevin D’souza

Visual Designer, Sweden

Experienced Creative and Multi-Designer. Specialised in branding, advertising, conceptual and functional design spanning both the print and digital worlds.

Fabiola Rivera Bello

Global POS Procurement Manager, Sweden

Working with the development and production of global visibility assets for brands such as Absolut and Malibu. International living and working experience with great experience building and improving indirect procurement organizations from scratch. The main focus of the coaching sessions will be on all topics related to Supplier Management and how this can help your company to build strong foundations for your business ideas.

Johan Radojewski

VP Marketing for Malibu, Sweden

10+ years of experience within Communications & Channel Marketing. Johan has been leading both brand strategy, innovation and communications for Malibu & Kahlúa. Leading the development of Malibu’s most innovative brand campaign ever; Malibu Games.

Jean-Charles vanNuijs

Marketing Manager Absolut Elyx, Sweden

His area of expertise is mostly in the field of business development and creating a strong commercial and brand plans. He has worked in a start-up environment as part of the Our/Vodka project, setting up the Amsterdam and London distilleries from scratch, and scaling these businesses. He can help startups with building brand and commercial plans.

Elsa Rafen

Senior Brand Manager, Sweden

10 years of experience in building brands. Currently leading brand collaborations and licensing. She has held multiple positions within marketing including: communications, brand management, brand visual identity development and design strategy. She can support in challenging a business plan, guiding the strategic thinking behind building a strong brand identity, as well as on the briefing and management of creative processes.

Reija Andersson Tuomaala

Senior Brand Manager, Sweden

Senior Brand Manager for a wine portfolio. Long experience from different industries, countries and roles. She can be your sparring partner in various questions regarding entrepreneurship, marketing, communication, funding schemes, packaging, sustainability, customer orientation, networking/partnership, traceability, public affairs.

ANN-SOFIE PERIER

Global Finance Digital Transformation Lead at Pernod Ricard, France

Lead manager for Pricing and RGM for Pernod Ricard. strong background in Revenue Growth Management, previously a consultant specialized on Top Line topics. She can help startups work on strategy and commercial topics, with potential focus on Revenue management questions, always with the end consumer in mind. She is also a certified coach.

MATTHIAS HAUSMANN

Strategy & Planning at Pernod Ricard, South Africa

experiences in Finance and Strategy & Planning in Sub-Saharan Africa. Known with his outside the box solutions for complex and unplanned challenges. Strong background in Marketing, Commercial, Digital and Operations. Worked on recent acquisitions of Jumia and Inverroche. Go-to-person to get advice on business planning and how to set up yearly strategic plans.

CHRIS TIA

Digital & Data Solutions Manager at Pernod Ricard Winemakers and Pacific, Australia

Background across the start-up ecosystem - having founded, coached and enabled growth funding for a range of technology companies in digital, greentech and biotech industries. Experienced in working with founders to develop ideas into products and having also managed a technology incubator, he has worked with early stage investors, service providers and growth specialists to help shape innovative concepts into sustainable business models. Strong experience in GTM strategies, competitive landscape analysis, size market opportunities for new products, and run studies to better understand consumer brand influences.

Radi Uzunov

Global Brand Design Manager, Czech Republic

Leading brand design and innoavtion teams. 14+ years of experience in the spirits and hospitality industry, he can give your idea real hard time. Having multiple fails under his belt, he will challenge your innovation approach and brand strategy. He will also most certainly ask the question “Why?” over and over again.

Gregory GIROUD

International Area Manager, France

International Area Manager, with a 6+ Years in Middle-East region – experience working brands across various function in sales and trade marketing. Passionate about developing as well as building strong and sustainable long-term business. He can help you with commercial plan, negotiation, route to market building.

DAVID REBOLLAR

GLOBAL CUSTOMER DEVELOPMENT MANAGER AT PERNOD RICARD, UK

Global Customer Development Manager at Global Travel Retail and member of the Executive Committee for EMEA & Pacific Business Unit. Experience on commercial strategy, commercial finance and financial planning & analysis. Worked on price positioning, profitability and building strong business cases. Negotiation skills gained through price negotiations directly with customers together with building scenarios to asses financial impact of different trade commercial terms.

Anais Raluy

Corporate Strategy & Mergers & Acquisitions Manager, USA

International experience in business and brand strategy. Specializes in growth strategies, incl. identifying new business opportunities, entering a new market, scaling-up a business, designing a medium/long-term strategic roadmap.

Wiesiek Zienkiewicz

Innovation Project Manager, France

Reach out to him if you have questions around product design, branding, concept and consumer testing, business development as well as general problem solving.

ANDREY SHUSTOV

Business Analyst at Pernod Ricard, Belarus

7+ years experience in analytics and business development, I am skilled in operations efficiency, cost management, business planning, contract/design management. Driven business analyst with experience in construction, logistics and FMCG industries on large-scale projects with values more than $1 million.

ALEX DORMAN

Innovation Operations Project Manager, AU & NZ

He has had varying roles in Product Development covering technical packaging design, packaging sustainability, design and aesthetics, printing, marketing and project management. As a Project Manager for Innovation in Operations he is responsible for taking a concept from Marketing and managing it’s lifecycle through operations to a realised product. With a strong portfolio of products developed over the years, I have a good grasp on FMCG Operations and Production.

ASLI TEKES

Business Development Manager - EMEA LATAM Region, France

Commercial leader with 16 years of experience in sales strategy including NPD distribution and execution planning and negotiations with national and international retailers, distributors and travel retail customers. Has gained ion- depth experience in Europe, Middle East and Africa through various commercial strategy projects in markets like UK, France, Spain, Italy, Bulgaria, Romania, Poland, Russia, Morocco, South Africa, Turkey, Germany, Brazil, Mexico thanks to current role in PR EMEA LATAM Business Development Department.

PAOLA HERNANDEZ

Business Development Manager - EMEA LATAM Region, France

16+ years of international experience. Worked in both big consumer-centric brand organizations, but also, start-up environments. With experience on managing global digital products according to market needs, she can provide coaching in technology product evolution and digital marketing strategies.

Khaliah Johnson

Activation Specialist, USA

She is a part of the North America Commercial Advocacy Team where she has held the role of activation specialist in New Orleans and currently in the Los Angeles market. She is also a sommelier, food and beverage consultant, and a certified professional futurist. A futurist is a person who studies the future in order to help people understand, anticipate, and prepare to gain advantage from coming changes. Her passion and expertise is all things spirits and innovation.

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join ABSOLUT STARTUP HUB and APPLY TODAY

If you are a growth stage startup with a solution that can be applied within packaging and connectivity, you can apply. It could be solution or a new technology that enables outstanding experiences like connected material or merger of physical and digital interfaces. Do you have it? Don't wait – apply today!

If you are a growth stage startup with a solution that can be applied within packaging and connectivity, you can apply. It could be solution or a new technology that enables outstanding experiences like connected material or merger of physical and digital interfaces. Do you have it? Don't wait – apply today!

Key milestones

The startup coaching program is now open for applications. After the initial screening process, the selected startups will join the program in October.

OCT 31

Applications deadline

NOV 1

Selected startups announced 1st Selection

NOV 29

2nd Selection

NOV 20

Coaches and startups meetup

DEC 2-6

Startup Sweden bootcamp

JAN 24

Absolut bootcamp

Inspiration

With Connected Bottle, Malibu leads the way in digital innovation and create added value consumer experiences, transforming each bottle into a media touchpoint. Utilizing NFC technology and mobile devices, consumers can access exclusive content that connects them to the brand and to each other just by tapping the bottle with their phone.

With Connected Bottle, Malibu leads the way in digital innovation and create added value consumer experiences, transforming each bottle into a media touchpoint. Utilizing NFC technology and mobile devices, consumers can access exclusive content that connects them to the brand and to each other just by tapping the bottle with their phone.

about The Absolut Company

The Absolut Company has the worldwide responsibility for the production, innovation and strategic marketing of some of the world’s best known liquor brands.

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