Rose has been handpicked as one of several “inspirational San Franciscans” involved in promoting Absolut SF, the vodka brand’s latest limited-edition, city-inspired flavor.
An Absolut rep says Rose was asked to “sit with us and give us ideas” for the extension’s launch party on June 16. “He’s kind of helping bring to life the social media,” the rep says, referring to Rose as a “friend and collaborator.” Rose will not be appearing in any ads related to the launch, the rep says.
Rose has kept a relatively low profile since resigning from Digg in March. His latest venture is Milk, a mobile app development company in San Francisco. Absolut, meanwhile, has introduced a few city-inspired extensions of late, with flavors evoking New Orleans, Los Angeles, Boston and Brooklyn. With the SF launch, Absolut has the opportunity to cozy up with social media luminaries, something the San Francisco-based Gap took advantage of with an ad campaign last year featuring Foursquare founders Dennis Crowley and Naveen Selvadurai.