Pernod Ricard's Absolut Vodka is leveraging the mobile channel for branding, customer engagement, entertainment and affinity.

The liquor giant has launched an iPhone application for meant to help it connect with legal-aged drinkers and provide relevant information to this audience. The application called "Drinkspiration" recommends users the right drink, depending on many parameters such as mood, time of day, weather, liquor type, drink color, shape of glass and type of venue.

"Absolut is the first cocktail brand to have their own application," said François Bécar planner for Great Works, New York. "Absolut is trying to position itself as innovative and the application shows just how creative and bold the brand is in reaching out to consumers in many different ways."

Drinkspiration is currently available for the iPhone and will soon launch for the Android platform.

The application incorporates GPS technology, live trend forecasting abilities and is compatible with Twitter and Facebook.

The application uses the user's collective behavior to show in real time what cocktails are being ordered around the world.

These are displayed in a live Top List feed.

Absolut is branding just by giving people the opportunity to have something useful on their phone.

GPS and users personal beverage choices combine to offer users a new "live badge" that can be embedded in their blog like a widget. It reflects the user's most recent order history.

The application is meant to serve as a best friend at the bar and promises to help users find the perfect drinks.

"[Brands] are increasingly adding mobile engagement to their existing digital channels, as it allows them to both drive consumers to their locations and also to engage with them in-store, which isn't possible with email," said Dorrian Porter, founder/CEO of Mozes.

Drinkspiration is an extension of Absolut's site at http://www.absolutdrinks.com.

It not only provides users with personalized drink suggestions, but also shows users vibrant drink images, a drink world trend list with real-time updates, and an encyclopedia of recipes from Absolut Drinks.

The application isn't Absolut's first move into the mobile space.

Last year, Absolut ran a multichannel campaign using mobile, interactive video and social networks to promote responsible drinking.

Absolut's "Recognize the Moment" campaign gave consumers easy-to-use tips and tools that can be used to help make responsible decisions. Promoting the responsible consumption of alcohol is of paramount importance to Absolut (see story).

That is precisely why Absolut includes a message to consumers on the Drinkspiration app's page in the App Store. It says that by downloading the application, users are confirming they are over 21 years of age.

"This application by Absolut shows that the company is able to keep up with the needs and preferences of its target audience," Mr. Bécar said.