Absolut vodka is launching the Pornstar Martini On Tap in Australia, a first of its kind globally for the brand.
The iconic ’90s cocktail is enjoying a revival of popularity in the on-trade and is currently the most ordered cocktail in UK restaurants, bars and pubs according to CGA Strategy. It overtook the Mojito last year to take the number one spot.
Difford’s Guide also placed it at number one on its World’s Top 100 Cocktails for 2018 list, noting it was the “most visited” cocktail on the site for the fourth year running.
The Absolut Pornstar Martini is made with Absolut vodka, vanilla, citrus, passion fruit puree and liqueur. It’s served in a coupe with a shot glass of Champagne or Cava to accompany it.
The Pornstar Martini is regarded as having been created in 1999 in London, by Douglas Ankrah for the famous LAB Bar. The name is meant to evoke an indulgent, fun and sexy cocktail moment.
The taps themselves use 20L, single-use recyclable kegs. These nitro-charged kegs provide a six-month ambient shelf life.
According to Pernod Ricard, the kegs work in any current beer tap system, or a new unit can be installed. One keg serves 167 120ml drinks and saves a total of 7.5 service hours versus a hand-shaken counterpart.
Eric Thomson, Pernod Ricard Australia Marketing Director, said the Absolut Pornstar Martini On Tap is the next evolution in the company’s convenience strategy, which looks to develop on tap cocktails that cater to both consumer and trade demand.
The launch follows the success of the Kahlua Espresso Martini On Tap, which launched in 2018 and has since rolled out over 200 taps nationally in 12 months and sold well over half a million cocktails.
“Consumers are increasingly looking for more than just a delicious tasting cocktail, they want theatre, they want experiences,” Thomson said.
“The unique serve of the Pornstar Martini delivers all of that. Our Absolut Pornstar Martini On Tap offers a solution that saves bartenders time without sacrificing the quality that consumers have come to expect from the hand-shaken cocktail.”
Among venues already serving the Absolut Pornstar Martini on Tap are the Poof Doof at The Ivy, East Village and Universal in Sydney and Fat Freddy’s in Queensland.