Absolut Vodka has unveiled the Absolut Haring Artist-Edition, a limited-edition bottle celebrating renowned pop artist Keith Haring.
The launch marks nearly four decades since Haring first reimagined the Absolut bottle in 1986, a collaboration originally brought about on the recommendation of his friend Andy Warhol, who featured in last year’s Absolut Artist Edition.
The Keith Haring Artist-Edition is rooted in Absolut’s long-standing belief that “art is for everybody” and brings Haring’s distinctive visual language – bold lines, vibrant colours and joyful dancing figures – to a new generation of drinkers and art lovers.
According to Pernod Ricard, the edition serves as both a tribute and a call to creativity, reinterpreting Haring’s 1986 Absolut campaign for 2025. It is available in 1-litre, 700ml and 750ml formats in limited quantities.
The bottle will roll out in global travel retail from today (1 July), before entering more than 40 markets in October, including the UK, Germany, Mexico, Canada, Australia, China, Italy and Poland.
The 2025 Absolut Haring Artist-Edition design draws directly from the original 1986 artwork, featuring Haring’s signature red figures dancing across a bold yellow background.
The bottle is finished with Absolut’s blue logo and further enhanced by a debossed shrink sleeve adorned with Haring’s signature. Around the neck, a hand-drawn take on the Absolut medallion – featuring Founder L.O. Smith – adds a personal touch from the artist.
The Moodie Davitt Report Brands Director Hannah Tan was on location for the bottle’s official unveiling at Tāyer + Elementary in London – ranked fourth in William Reed’s The World’s Best Bar list last year – on 11 June.
The event brought together top Absolut and Pernod Ricard figures, with special guests including Absolut Global Vice President Marketing Deb DasGupta, Pernod Ricard Global Travel Retail Brand Director Rae Gibson and Absolut Vodka Global Brand Ambassador Rico Dynan.
The Absolute Haring travel retail pre-launch will be supported by a pop-up vending machine at London Gatwick Airport dispensing exclusive Keith Haring merchandise with bottle purchases. The campaign will also feature 3D billboard placements at major travel hubs, including Sydney and London Heathrow airports.
The Absolut Haring Fizz, a new signature cocktail that blends apple, orange, toasted sesame and ginger, will feature at the activations. A nod to Haring’s global adventures and the multicultural spirit of New York, from where his pop art emerged in the 1980s, the drink’s vibrant golden hue is a direct visual reference to the original artwork.
In addition, Absolut is partnering with Uber at Heathrow Airport to launch an Add-to-Wallet campaign offering passengers an exclusive gift voucher redeemable when purchasing a bottle in-store.
“Absolut has always believed that art should be open, joyful and for everyone,” commented Absolut Global Vice President Marketing Deb Dasgupta. “Keith Haring’s work radiated that belief – full of energy, colour and hope. With Absolut Haring, we’re inviting a new generation to celebrate that spirit. It’s a vibrant reminder that creativity can inspire, uplift, unite and open minds.”
“This is a joyful moment for global travel retail,” commented Pernod Ricard Global Travel Retail Vice President Global Marketing Liya Zhang. “Following the incredible reception of the Absolut Warhol limited edition last year, we’re thrilled to now celebrate Keith Haring, a visionary whose work resonates deeply with today’s travellers.
“The energy and colour of the bottle speaks to a new generation looking for creativity in every moment and inspiration in every journey. As Haring said, art is for everybody.”
David Stark, Founder and CEO of Studio Artestar, the global licensing and creative agency representing the Keith Haring, commented: “Our mission is to keep Keith Haring’s spirit alive by continuing to expand access to his art and the important messages within it.
“This project with Absolut revives a moment that meant so much to Keith – not just creatively, but symbolically. It’s a wonderful tribute that allows anyone to engage with this special story that started back in 1986.” ✈
Pernod Ricard’s Rae Gibson on delivering “a seamless, captivating experience at every touchpoint”Introduction: Speaking to media at the Absolut Haring Artist-Edition launch event, Pernod Ricard Global Travel Retail Brand Director Rae Gibson outlined why travel retail is the ideal platform to debut the Keith Haring special edition. From eye-catching 3D billboards and bespoke in-store activations to a vending machine at Gatwick Airport and a digital coupon partnership with Uber, the campaign is designed to surprise and delight shoppers throughout their journey. “Travel retail is the perfect launchpad for the Absolut Haring campaign,” Gibson said. “Airports, in particular, are premium, high-visibility environments where travellers are in a discovery mindset – open to something new, exclusive and meaningful. “This channel also gives us the space to create immersive, memorable experiences. Through bespoke activations and close retailer partnerships, we can bring the collaboration to life in a way that’s both bold and impactful.” In travel retail, the Absolut Haring campaign will come to life through bold visuals, interactive touchpoints and digital innovation. Discussing the thinking behind the Absolut Haring travel retail campaign, Gibson said: “Shopping behaviours in travel retail are changing, with travellers increasingly looking for convenience, engagement and personalisation. That’s where we’ve focused our efforts for this campaign. 
“Airports can be a bit of a stressful or uninspiring environment. Our role is to inject joy and creativity into that experience. We’ve worked closely with Deb’s [Absolut Global Vice President Marketing Deb Dasgupta] team to develop bold, vibrant assets that stay true to Haring’s visual language and really stand out in-store.
“Beyond traditional activations, we’re introducing some innovative new elements. For the first time, we’re launching an Absolut Haring vending machine at Gatwick Airport. When shoppers buy a bottle of Absolut Haring in duty free, they’ll receive a receipt with a code to redeem for one of two exclusive pieces of Haring merchandise.” She continued, “We’re also partnering with Uber, building on the success of our Absolut Warhol campaign. This time, we’re introducing an ‘Add to Wallet’ mechanic, allowing travellers to receive a digital coupon redeemable for an Absolut Haring poster – bridging the digital and physical experience in a meaningful way. “Finally, we’ve created striking 3D billboards for key global hubs, including Heathrow and Sydney, ensuring that our campaign engages shoppers not just in-store, but throughout their journey. It’s about delivering a seamless, captivating experience at every touchpoint.” According to Gibson, the campaign positions the Absolut Haring launch as a more meaningful and impactful evolution in the brand’s travel retail strategy, particularly at a challenging time within the spirits sector. “Anyone familiar with the travel retail space will know there’s been a heavy focus on promotional activity in the vodka category. But we don’t believe that’s the right strategy to maintain our leadership. Instead, we’re focused on driving deeper relevance with our shoppers – especially with Gen Z, whom we’re actively looking to recruit into the brand.  “For us, success isn’t measured solely in commercial terms,” she explained. “Our end-of-year limited editions are a way to keep Absolut relevant, contemporary and engaging. These launches help the brand stay culturally connected, sparking inspiration and bringing joy, optimism and meaning into people’s lives – something that feels particularly important in today’s world.” Offering a wider outlook on the health of the spirits category in travel retail, Gibson said: “As for travel retail specifically, while passenger numbers are recovering post-COVID, conversion rates aren’t bouncing back at the same pace. That’s not unique to our category – it’s a wider trend. “This is why limited editions and artist collaborations like Absolut Haring are so important. They add substance, storytelling and emotional resonance – elements today’s shoppers expect. These campaigns give travellers a reason to stop, engage and choose our brand in a highly competitive environment. “Will Absolut Haring perform better? I believe it will.” Gibson concluded. “Having worked closely with the team, we’ve poured a tremendous amount of effort into this launch, building on learnings from previous campaigns to create something even more impactful.”
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