Absolut is paying tribute to Andy Warhol’s artwork with a limited-edition bottle.
The design, which features sketchy, colourful lettering on a black background, was originally commissioned by Absolut from Warhol in 1986. He was the first of many artists to create work for the brand.
The bottle will initially launch in Harvey Nichols and Selfridges on 1 October (rsp. £21.50), with a broader distribution following next March. Bottles of the vodka will come with cocktail recipes, dubbed ‘Colour it Warhol’.
Alongside the design, Absolut is launching The Andy Warhol Art Exchange, which will allow consumers to submit pieces of digital art, and receive the work of others in exchange. A piece by Warhol himself will be included somewhere in the exchange.
A share of the revenue generated by the bottle will go to The Andy Warhol Foundation, which distributes grants supporting contemporary art.
“Absolut continues to grow ahead of the total vodka market in both the on and off trade [Nielsen 52 w/e 21 June 2014],” said Adam Boita, marketing controller for brand owner Pernod Ricard UK. “It is in the perfect position to inject further growth and innovation into the category by engaging consumers with its commitment to art and creativity.”
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