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, a striking gallery-inspired Absolut Warhol pop-up has touched down at Amsterdam Airport, inviting passengers, poised for moments of discovery, to learn more about this compelling story. The new release will be propelled on a global scale through a dazzling and immersive activation campaign – including 3D OOH media, high profile in-airport promotional spaces and eye-catching in-store display units at some of the world’s busiest airports; from London Heathrow to Dubai International, Sao Paulo to Sydney, Madrid to Santo Domingo. 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 17th 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.
“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 transcend the ordinary. The cocktail had to be something 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.”
Ricardo Dynan, Absolut Vodka Global Brand Ambassador
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 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 bottles will retail for $24. They 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.
