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Forty years ago, visionary American artist and film director Andy Warhol became the first creative to create an artwork based on Absolut’s iconic apothecary-inspired bottle. Ever since that 1985 collaboration, a second Absolut Warhol has been rumoured to exist. But, for decades, these were just whispers – until Absolut ‘blue’ was rediscovered at auction in 2020.
In July 2024, to celebrate the discovery of this elusive second Absolut Warhol painting after more than three decades, Absolut launched a limited-edition bottle in collaboration with The Andy Warhol Foundation for the Visual Arts.
This limited edition bottle, launched exclusively in global retail, combines both internal and external design components to bring Warhol’s rediscovered Absolut ‘blue’ to life. Each shade of blue is extracted from the painting to embody the opulence and spirit of the work that inspired it. The final details include an image of Warhol himself alongside his original signature.
To celebrate the launch, a gallery-inspired Warhol pop-up touched down at Amsterdam Airport in July last year, inviting passengers to learn about the discovery of this piece that had remained hidden for so long. Since then, the release has been propelled internationally in a campaign that has included high-profile promotional spaces and display units at some of the world’s busiest airports, including Sydney Airport, London Heathrow, and Dubai International Airport.
Through this collaboration with The Andy Warhol Foundation, Absolut is paying tribute to the rediscovered artwork and, by revitalising the original partnership from 1985, emphasising the transformative power of creativity through art.
“We are thrilled to collaborate with The Andy Warhol Foundation to reintroduce this timeless Absolut Warhol artwork to the public,” said Deb Dasgupta, VP of Global Marketing Absolut Vodka, about the collaboration. “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.”
Since September last year, the limited-edition bottle has been rolled out across over 50 additional global markets. So, if you’re travelling to London, Sydney, Dubai or beyond – be sure to stop by one of Absolut’s pop-ups and get your hands on one of these limited-edition bottles celebrating the brand, Andy Warhol’s enchanting legacy, and the enduring role that art plays in the cultural zeitgeist.
For more information, visit Absolut’s website here.
Words: Hamza Shehryar
