Pernod Ricard-owned Absolut vodka has revealed a limited-edition variant in collaboration with The Andy Warhol Foundation for the Visual Arts, inspired by the rediscovery of Warhol’s Absolut ‘blue’ painting.
Exclusively available in travel retail for two months from today (1 July), Absolut Warhol celebrates the power of expression and progression through art, arriving nearly 40 years after Absolut Vodka’s first partnership with the American artist.
The Moodie Davitt Report attended an exclusive preview of Absolut Warhol , part of the ‘Born To Mix’ creative collaboration series, at the Layness cocktail bar in London on 27 June.
Its duty-free roll-out is starting with a gallery-inspired activation at Amsterdam Airport Schiphol. The Absolut Warhol limited-edition 1-litre bottle will retail for US$24.
After its two-month travel retail exclusivity, it will be released in 50+ global markets from September in both 1-litre and 700ml bottle sizes.
The release is being promoted worldwide through an immersive campaign featuring three-dimensional Out of Home media and high-profile in-airport promotional spaces.
In-store displays are being showcased at major airports including London Heathrow, Dubai International, São Paulo Guarulhos International, Sydney, Adolfo Suárez Madrid-Barajas and Santo Domingo Las Américas International.
Pernod Ricard Global Travel Retail Vice President Global Marketing Liya Zhang said at the pre-launch event: “The nature of the channel allows for a moment of self-reflection and discovery, fostering a deeper understanding of our place in the world.
“By offering this edition to the traveller first we aim to inspire passengers to transcend boundaries and connect better with the world and themselves.”
Rediscovering Warhol
Absolut has long championed art as a unifying force. This dates to 1985, when Andy Warhol created the first Absolut Warhol artwork featuring vibrant colours on a black background inspired by Absolut’s distinctive bottle shape.
Rumours of a second Warhol painting persisted for decades until the rediscovery of Absolut ‘blue’ at an auction in 2020, supported by the unveiling of the original commission contract for two paintings.
Now part of the Absolut Art Collection, this painting will debut at Stockholm’s Spritmuseum in October 2024, anchoring the exhibition ‘Andy Warhol, Money On The Wall’, curated by art historian Dr Blake Gopnik.
Zhang added: “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 significance 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 partnership with The Andy Warhol Foundation we can democratise art and bring it to all nationalities; delighting existing fans while recruiting new generations of consumers.”
Absolut Vodka Vice President Global Marketing Deb Dasgupta remarked: “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.”
The Andy Warhol Foundation Director of Licensing, Marketing and Sales Michael Dayton Hermann 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.”
Absolut’s artistic resurgence
The 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 and finer details include an image of Warhol himself alongside his original signature as a stamp.
Deb told The Moodie Davitt Report: “Absolut stands for mixing people, perspectives, ideas, identities and drinks. For us, the rediscovery of the Warhol painting was an opportunity to make our brand more relevant to the younger generation, who may not have known or seen Absolut’s history or cultural legacy.”
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.
Soler noted: “My favourite thing about film is people coming together with a joint vision to create something and Absolut’s ‘Born to Mix’ has the same spirit. And I think in a way that’s what Warhol used to do as well.”
The short film draws inspiration from Warhol’s blue brush strokes and features a soundtrack remixed from T Rex’s 20th Century Boy. It blends references from Absolut and Warhol’s shared history, bridging the past with the present.
The London pre-launch attendees were also served a cocktail that takes inspiration from Warhol’s infamous sweet tooth and love for cornflakes. Called Absolut Warhol’s Milk Punch, it features a blend of Absolut Vodka and cocoa butter, banana liquor, lemon juice and cornflake-infused milk.
Absolut Global Brand Ambassador Ricardo Dynan said: “I wanted to create something that really stood stand side by side with the artwork, something that Andy Warhol would have liked to drink. So, I researched to find out exactly what he enjoyed drinking and eating.”
Consumers can access an immersive behind-the-scenes experience, including a masterclass on making the signature cocktail, via a QR code on the bottle. ✈
