Absolut goes Blue with GTR limited-edition Andy Warhol bottle celebrating rediscovered painting

Absolut has launched an exclusive 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 the company says 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 gallery-inspired Absolut Warhol pop-up has touched down at Amsterdam Airport. The new release will be supported on a global scale through an immersive activation campaign – including 3D OOH media, high profile in-airport promotional spaces and 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.

“We are honored 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 democratize art and bring it to all nationalities; delighting existing fans whilst also recruiting new generations of consumers,” says Liya Zhang, VP Global Marketing at Pernod Ricard Global Travel Retail.

Absolut has always believed that art has the power to unite people beyond differences, going back to1985 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 colors on a black background – is considered iconic. For decades, a second Absolut Warhol painting had been rumored to exist, and 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 October 17, 2024 as the centerpiece of a new exhibition, Andy Warhol, Money On The Wall, curated by renowned art historian and Warhol biographer, Dr. Blake Gopnik.

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.

The Absolut Warhol limited-edition 1L bottles will retail for RRP $24/ €22. 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 in both 1L and 700ml bottle sizes.