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 Absolut ‘blue’ painting.
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.
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.
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.”
Michael Dayton Hermann, Director of Licensing, Marketing, and Sales at The Andy Warhol Foundation 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 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.
Absolut Vodka is imported, marketed and distributed by FBIC Ltd. Absolut Warhol is available in selected stores in Malta as well as at www.farsonsdirect.com.