Absolut Vodka launches limited-edition Andy Warhol bottle
Brand launches art exchange, nightlife experience to support new package
New York-based Pernod Ricard USA’s Absolut Vodka brand announced the release of its limited-edition Andy Warhol bottle, a new design celebrating the brand’s iconic collaboration with the artist. The offering embodies the brand’s commitment to supporting all things rooted in artistic expression and creativity, the company says.
In 1986, Andy Warhol became the first artist to collaborate with Absolut when he created an original piece inspired by his adoration of the brand’s bottle. This fall, Absolut brings Warhol’s creative vision into the 21st century by transforming his artwork into a three-dimensional bottle, allowing anyone to “make the holidays pop” with their very own Warhol, the brand says. The bottle design is black with blue, pink and yellow details, replicating Andy Warhol’s original Absolut Warhol painting.
“We are incredibly excited to launch this unique bottle, the design of which exemplifies our iconic partnership with the legendary Andy Warhol,” said Joao Rozario, vice president of vodkas for Pernod Ricard, in a statement. “We hope party-goers everywhere will view it as the quintessential ‘plus one’ that will make their holiday parties pop this season.”
Since its initial collaboration with Warhol, the vodka brand has collaborated with thousands of other artists, including Keith Haring, Damien Hirst, Louise Bourgeois, Annie Liebovitz and, more recently, Jay-Z, Spike Jonze, Swedish House Mafia and Lady Gaga.
“The foundation is delighted to celebrate the launch of the Andy Warhol edition and proud to announce that a portion of the proceeds will contribute generously to the foundation’s endowment from which it has distributed nearly $250 million in grants supporting contemporary visual arts,” said Michael Hermann of The Andy Warhol Foundation in a statement. “While Warhol’s profound influence is uncontained, we applaud Absolut for bottling his creativity.”
To support the launch of the Andy Warhol limited-edition bottle of Absolut Original, Absolut is launching two transformative consumer-facing initiatives: the Warhol Spirit by Absolut Experience and the Andy Warhol Art Exchange by Absolut.
The Warhol Spirit by Absolut Experience will offer a one-of-a-kind nightlife experience in New York City. During the experience, DJ A-Trak, light artist Schnellebuntibilder and experimental electronic voice phenomena (EVP) artist Leif Elggren will work together to transform sound waves originating from Warhol’s spirit into a one-of-a-kind nightlife experience. Using the sound waves as the main input, the three artists will create a live collaboration where Schnellebuntibilder’s interactive light installation will react to A-Trak’s music, which mixes in Andy Warhol’s words picked up by Leif Elggren’s EVP machine.
Through this experience, Absolut seeks to inspire audiences to realize that anything is possible through creativity, it says.
To allow people across in the world to experience the connection with Warhol, an interactive site will live-stream what sounds are picked up from the EVP before, during and after the event. To see how the artists prepare for the performance, visit www.absolut.com/warholspirit.
For the Andy Warhol Art Exchange by Absolut initiative, the brand will invite people from around the world to unleash their own creative spirit by creating and submitting a piece of digital art on www.absolut.com/artexchange starting Oct. 1. In return, participants will receive a piece of digital art from another user from somewhere in the world. Additionally, a select number of participants will find themselves trading artwork with notable artists such as Ryder Ripps. One person will even end up with a photo of the Absolut bottle taken by Andy Warhol himself.
The Andy Warhol Art Exchange by Absolut runs through December, with exchanges happening at the end of each month. Participants of legal drinking age throughout the world are welcome to enter.
The limited edition features approximately four million bottles, which will be distributed worldwide beginning in October. For more information about the limited-edition Andy Warhol bottle, visit www.absolut.com/andywarhol.