‘Rediscovered’ Andy Warhol Painting Inspires Limited Edition Absolut Vodka

Absolut Vodka, once known for its creative limited-edition bottles that often combine art with social messages, is at it again. This time, it has renewed an old partnership through the Andy Warhol Foundation for the Visual Arts.

The Swedish vodka brand, owned by French drinks giant Pernod Ricard, says the new watery blue bottle will “reignite conversations around culture and inclusion” and introduce Absolut’s legacy in the art world to new audiences.

In 1985, Andy Warhol became the first artist to create a work of art based on the silhouette of the Absolut apothecary bottle. Absolut Warhol became the brand’s first artistic advertisement and marked the beginning of its involvement in the arts.

Warhol then recommended Keith Haring to interpret the Absolut bottle, and between 1985 and 2004, more than 550 artists created more than 850 artworks. The early pieces were part of a branding strategy associated with the glamour of New York’s Studio 54, as well as the victims of the AIDS epidemic, the fall of the Berlin Wall and the birth of the computer.

Pernod Ricard bought Absolut’s cultural heritage in 2008, when it fought off rivals to acquire the brand.

Absolut Warhol’s original was painted in bright colours on a black background and is considered by some to be an icon. On the website MyArtBroker, a signed print is offered for between £27,000 and £40,000 ($34,250-$50,700).

A second Absolut Warhol painting, also from 1985, had been rumoured for decades before his “blue” work was discovered and auctioned in 2020. In proving its provenance, the original contract was unearthed, confirming that both paintings had been commissioned. Pernod Ricard saw an opportunity to revitalise the original partnership and the Absolut brand.

Global Exclusive for Travel Retail

On the retail front, the limited-edition Absolut Warhol line launched Monday exclusively at Global Travel Retail (GTR) stores. Amsterdam’s Schiphol Airport is opening an interactive pop-up shop for the product, while other major travel hubs are set to open.

The bottle brings to life Warhol’s rediscovered 1985 Absolut “blue” painting by extracting shades of blue from the work and including an image of Warhol himself alongside his original signature.

Pernod Ricard, whose portfolio includes Chivas Regal, Jameson and Royal Salute whiskies, Martell cognac, Havana Club rum and Mumm and Perrier-Jouët champagnes, has dedicated a significant budget to an in-channel 3D out-of-home (OOH) advertising campaign and multiple retail activations in airports including London Heathrow in the UK, Dubai, Singapore Changi, São Paulo and others.

Only after two months of exclusivity in global travel retail will the new limited edition Absolut Warhol bottle be released in over 50 additional global markets (starting in September), in one-litre and 700ml bottles.

In online retail, only the 1-liter bottle is available, at a recommended retail price of $24 or €22. This is cheaper than the current online price of a standard bottle: €23.90 at Amsterdam Schiphol (checked today). In a network where premiumization is commonplace, if not the norm, Pernod Ricard could score points with this accessible pricing strategy, particularly among young travelers of legal drinking age (LDA).

Consumer demand for alcoholic beverages stagnated in the first half of 2023 due to tighter budget restrictions, although spirits (excluding domestic spirits) grew 1%, according to beverage market analyst IWSR, the company’s latest Bevtrac data.

Looking ahead to 2024, Anastasia Timofeeva, senior consumer research manager at IWSR, said in December: “The key will be whether real wages can grow sustainably over the next two quarters in Europe and North America, especially for young LDA+ and middle-income consumers, and whether the ‘natural’ positivity in China and India translates into real consumption behavior.”

Democratize art?

Absolut Warhol’s creative positioning and competitive pricing should give it an advantage in this economic environment. Liya Zhang, Vice President of Global Marketing at Pernod Ricard GTR, commented: “This launch will be of paramount importance to Absolut’s evolution in travel retail. Through this partnership with the Andy Warhol Foundation, we can democratise art and introduce it to all nationalities (and) also recruit new generations of consumers.”

The foundation will also receive proceeds that its director of licensing, marketing and sales, Michael Dayton Hermann, said will support its philanthropic work. He added that he was “thrilled” to see the Absolut campaign come to life and engage younger people with Warhol’s legacy “in a new and dynamic way.”

A short film by Mexican director and photographer Santiago Sierra Soler is inspired by Warhol’s brushstrokes and is accompanied by a remixed version of 20th Century Boy by T. Rex. In the meantime, the rediscovered painting will go on display at the Sprit Museum in Stockholm, home to the Absolut art collection, on October 17, 2024. It will be the centerpiece of a new exhibition called Andy Warhol, Money On The Wall, curated by art historian and Warhol biographer Dr. Blake Gopnik.