New Absolut bottle inspired by the spirit of Andy Warhol

Absolut Warhol

A new limited-edition bottle is to be introduced for Absolut vodka as part of a celebration of pop artist Andy Warhol.

It takes one of Warhol’s pictures of an Absolut bottle painted in the 1980s and places it over the shape of the bottle itself, helping to bring a splash of colour to the back bar.

It is part of a multimedia campaign for the premium vodka brand inspired by the American artist which will be a platform for the brand over the next 12 months.

The limited-edition bottle will be available to selected on-trade outlets as well as at prestige retailers Harvey Nichols and Selfridges from October 1. It will be given wider off-trade distribution from March 1 next year.

Adam Boita, marketing controller for distributor Pernod Ricard UK, said: “Absolut continues to grow ahead of the total vodka market in both the on- and off-trade and is in the perfect position to inject further growth and innovation into the category by engaging consumers with its commitment to art and creativity.

“Our campaign, which celebrates Absolut’s first-ever creative collaboration with Andy Warhol 30 years ago, will utilise experiential marketing like you’ve never seen before, as well as tapping into digital and social media and an exciting shopper marketing programme.”

Pernod Ricard will be driving mass awareness of the limited-edition bottle through two concepts: “Warhol Spirit by Absolut” and the “Andy Warhol Art Exchange by Absolut”.

Warhol Spirit by Absolut will be held in New York City on October 1 to celebrate the bottle’s release. It will be based on the concept of Electromagnetic Voice Phenomena (EVP), which suggests the spirits of the dead can be heard in the background of sound recordings.

For the late-night event, artists specialising in EVP will seek to pick up the voice of Andy Warhol’s ghost which will then be translated by artists into visual effects and original music.

To allow audiences anywhere in the world to experience the connection with Warhol, an interactive site will live-stream at what sounds are picked up from the EVP before, during, and after the event.

The Andy Warhol Art Exchange by Absolut will run from October until December and aims to engage with the brand’s core consumers through the world’s largest online art exchange. Individuals can submit or create a piece of digital art and, in return, will receive a piece from another participant somewhere in the world. There will be one original Andy Warhol piece included in the exchange for someone to get hold of.

Adam said: “Absolut has a strong heritage when it comes to supporting contemporary art. We are proud to announce that revenue generated from the sale of the new bottle will contribute generously to The Andy Warhol Foundation’s endowment from which it has distributed over $250,000,000 in grants supporting contemporary art, particularly work that is experimental, under-recognised or challenging in nature.”

The Andy Warhol Foundation for the Visual Arts was established in 1987 in accordance with the artist’s will.

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