Absolut is launching a limited-edition bottle in collaboration with The Andy Warhol Foundation for the Visual Arts inspired by the rediscovery of Warhol’s Absolut "blue" painting. Launching today exclusively in global travel
retail, the new bottle, which embodies the power of expression and progression through art, comes almost 40 years after Absolut Vodka first collaborated with the American artist.
To mark the launch, Amsterdam Airport will open a striking Absolut Warhol interactive pop-up store, inviting passengers, poised for moments of discovery, to learn more about this compelling story. It will also be propelled on a global scale through a dazzling and immersive 3D OOH campaign; a comprehensive digital outreach and a vast array of engaging retail activations at the world’s busiest airports – from the UK to Dubai, Singapore to Sao Paulo, Australia to India, Spain to the Dominican Republic. The limited-edition bottle will be rolled out across more than 50 additional global markets from September.
Absolut has always believed that art has the power to unite people beyond differences. It’s a belief that can be traced to 1985 when Andy Warhol became the first artist to create artwork based on the silhouette of Absolut’s apothecary-inspired bottle. The artist’s original "Absolut Warhol" – the Absolut bottle painted with vibrant colours on a black background – is considered iconic. For decades, a second Absolut Warhol painting had been rumoured to exist, but such whispers remained unconfirmed until Absolut "blue" was rediscovered at auction in 2020. In proving its provenance, the original contract was unearthed, confirming two paintings had indeed been commissioned. Now part of the Absolut Art Collection, the painting will be unveiled at Stockholm’s Spritmuseum on 17 October 2024 as the centrepiece of a new exhibition, Andy Warhol, Money On The Wall, curated by renowned art historian and Warhol biographer, Dr Blake Gopnik.
Warhol’s artistic legacy continues to transcend cultural and societal boundaries to this day, allowing a medium through which people from all different walks of life can unite, sparking conversations that challenge the norm. Through the collaboration with The Andy Warhol Foundation, Absolut is paying tribute to the rediscovered Warhol Absolut "blue" painting and, by revitalising the original partnership, emphasising the transformative power of creativity through art.
Speaking about the collaboration and limited-edition launch, Deb Dasgupta, VP Global Marketing Absolut Vodka, said: “We are thrilled to collaborate with The Andy Warhol Foundation to reintroduce this timeless Absolut Warhol artwork to the public. Embracing our values of inclusivity and a commitment to fostering a culture of boundless creative expression, we aim to unite diverse voices and spark meaningful conversations to inspire positive change through the transformative power of art. With the limited-edition bottle, we are excited to offer consumers everywhere a chance to become part of the Absolut Warhol legacy and to own their own piece of artwork.”
About the bottle
This limited-edition bottle has a visually artistic and layered aesthetic due to the multi-layered screen-printed design. The bottle combines both internal and external design components, bringing Warhol’s rediscovered Absolut ‘blue’ painting from 1985 to life by the magnification of the Absolut Vodka within. Each shade of blue has been carefully extracted from the painting, delivering a striking likeness to the original and a stunning finish through the lens of the Absolut Vodka. The final details include an image of Warhol himself alongside his original signature.
The Warhol-inspired cocktail The specially curated cocktail that marks the collaboration is inspired by Warhol’s infamous sweet tooth and his passion for cornflakes. Absolut Warhol’s Milk Punch – a blend of Absolut Vodka and cocoa butter, smooth banana liquor, zesty lemon juice and cornflake-infused milk – goes beyond the classics to create a deliciously unique taste experience. Consumers can access an immersive behind-the-scenes experience that includes, among other things, a masterclass on how to make the new signature cocktail via an easily scannable QR code on the side of the bottle.
The Absolut Warhol limited-edition 1L bottle will be available for sale from September 2024 in both 1L and 700ml bottle sizes.
Jo Taylorson