40 years after Absolut’s first collaboration with artist Andy Warhol for Absolut Warhol, the vodka brand has revealed a second design once thought lost.
Absolut Warhol Blue launches today exclusively in global travel retail. The release is marked by a pop-up at Amsterdam airport. Further activations and promotional activity will follow worldwide.
Deb Dasgupta, VP global marketing for 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.”
Michael Dayton Hermann, director of licensing, marketing, and sales at the Andy Warhol Foundation, added: “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.”
The bottle features elements of Warhol’s design on its interior and exterior. Also included is Warhol’s image and signature, and a QR code leading to a Warhol-inspired cocktail recipe.
Absolut Warhol limited-edition 1L bottles will retail for US$24. They will be available for sale exclusively for two months in global travel retail before being rolled out in more than 50 global markets from September 2024.
1 July 2024 – Lucy Schofield
