Absolut unveils a rediscovered painting by the renowned American artist, along with a limited-edition bottle championing creativity, nearly 40 years since their initial collaboration.
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 Abso- lut ‘blue’ painting. Launching today exclusively in global travel retail, the new bottle, which embodies the power of expres- sion and progression through art, comes almost 40 years after Absolut Vodka first collab- orated with the American artist.
To mark the launch, Amsterdam Airport will open a striking Absolut Warhol inter- active 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 out- reach and a vast array of engaging retail activa- tions 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 com- missioned. Now part of the Absolut Art Collection, the painting will be unveiled at Stockholm’s Sprit- museum on 17th October 2024 as the centrepiece of a new exhibition, Andy Warhol, Money On The Wall, curated by renowned art historian and Warhol biogra- pher, Dr Blake Gopnik.
Warhol’s artistic legacy contin- ues 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 Founda- tion, Absolut is paying tribute to the rediscovered Warhol Absolut ‘blue’ painting and, by revitalising the original partnership, emphasising the transfor- mative power of creativity through art.
Speaking about the collaboration and limited-edi- tion launch, Deb Dasgupta, VP Global Marketing Absolut Vodka, said: “We are thrilled to collabo- rate with The Andy Warhol Foundation to reintro- duce this timeless Absolut Warhol artwork to the public. Embracing our values of inclusivity and a commitment to fostering a culture of boundless cre- ative 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.”
Michael Dayton Hermann, Director of Licensing, Marketing, and Sales at The Andy Warhol Foun- dation said: “Our collaboration with Absolut Vodka celebrates Warhol’s enduring artistic legacy and cultural influence through his belief in the power of art to provoke thought and inspire change. We are thrilled to see this dynamic campaign come to life, inviting new generations to engage with his legacy in a fresh and dynamic way. Proceeds from this impactful collaboration will generously support the philanthropic work of The Andy Warhol Foundation in fulfilling its mission to advance the visual arts and projects that challenge the status quo.”
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 magnifica- tion 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 corn- flake-infused milk – goes beyond the classics to create a deliciously unique taste experi- ence. 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 short film
As part of the collaboration, renowned Mexican director and photographer Santiago Sierra Soler has directed a short film depicting how the rediscovered painting transcends the cultural legacy of Absolut and Warhol. Inspired by Warhol’s blue brush strokes and played to the sound of a remixed 20th Century Boy by T Rex, the short film mixes the past with the present through iconic references from Absolut’s and Warhol’s shared history.
The Absolut Warhol limited-edition 1L bottle will retail for RRP $24 and €22. The bottle will be available for sale exclusively for two months in global travel retail before being rolled out in over 50 global markets from September 2024 in both 1L and 700ml bottle sizes.
Please see here for all Absolut Warhol campaign assets. https://theabsolutgroup.com/media-room/
Ricardo Dynan, Absolut Vodka Global Brand Ambassador, added: “Absolut Warhol’s Milk Punch cocktail is a testament to Absolut’s power of imagination as each ingredient harmoniously blends to create a symphony of flavours that tran- scend the ordinary. The cocktail had to be some- thing that felt authentic to Warhol, too, so having spent time immersing myself in Warhol’s world,
I found specific flavours I knew would appeal to him, choosing here to evoke his love of cornflakes and milk. The Absolut Vodka infused with cocoa butter brings a luxurious richness, signifying our commitment to quality and innovation and we can’t wait to see how drinkers around the world add their spin to it.”
Speaking on the short film at the center of the campaign, Santiago Sierra Soler, Absolut Warhol Video Director, said, “I am incredibly proud to have directed the short film to launch the iconic Absolut Warhol collaboration. Absolut is a brand that is striving to ignite relevant conversations and, through this video, we have tried to redefine what it means to embrace cultural heritage in the con- temporary landscape.”
“Like Warhol, the video is bold and energetic, showcasing how we can use different perspectives as a driver for a more interesting and inclusive world. It was very important that the video fea- tured people from my community, all of whom are champions of inclusivity in their own right.”
Speaking on the packaging, Nancy Baghdadi, Director, Portfolio & Innovation – Absolut Vodka said: “Absolut Warhol isn’t just a beautiful bottle for our quality vodka, it’s a tribute to artistry and cutting-edge technology, qualities that Andy Warhol himself embodied. The packaging is about inviting our customers on a voyage of discovery and exploration accompanied by Absolut’s digital world. Every sip is an opportunity to delve into a captivating story.“
Liya Zhang, VP Global Marketing at Pernod Ricard Global Travel Retail spoke about the significance of this launch for the evolution of the brand and its connection with travellers: “We are honoured to play our role in connecting Absolut Warhol to the world, igniting this campaign on a global scale. This launch will be of huge signifi- cance to the evolution of Absolut in travel retail,
where the brand has built an incredible reputation over several decades. Staying true to the spirit of inclusivity, we are delighted that through this part- nership with The Andy Warhol Foundation, we can democratise art and bring it to all nationalities; delighting existing fans whilst also recruiting new generations of consumers.”
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