Stella Artois and Absolut vodka are interacting with tech-savvy drinkers over Christmas with the latest forms of digital marketing.

AB InBev is building on Stella's current 'Christmas Origins' marketing activity with the launch of an iAd Apple's new mobile advertising network.

Consumers can download branded material, such as the rendition of The 12 Days of Christmas currently soundtracking Stella's Ice Lounge ad.

"This platform genuinely entertains people," said Ken Valledy, director of consumer connections, AB InBev Western Europe.

Meanwhile, Pernod Ricard this week introduced a neck collar that incorporates Quick Response code technology to 200,000 bottles of its Absolut and Absolut Naturals vodka variants. Consumers can hover smartphones over it to download the Absolut Drinkspiration app, which offers personalised cocktail recommendations.