Absolut Vodka has partnered with contemporary artist KAWS to launch an Artist Edition bottle.
The Absolut KAWS Artist Edition, available in a 1-litre format, launched across 30 markets from 1 October. These include the UK, Germany, Spain, Mexico, China, Italy, New Zealand, Poland and South Korea.
The vodka is bottled at 40% ABV and is available for a limited time only.
The edition reinterprets Absolut’s signature apothecary-shaped bottle inspired by a specially commissioned KAWS painting. The front features the artist’s recognisable ‘XX’ motif and CHUM character, while the reverse carries an image of the original artwork.
Brooklyn-based KAWS, whose real name is Brian Donnelly, works across fine art and popular culture. Raised in New Jersey, he began tagging trains and billboards as a teenager before developing the characters and visual language that have become central to his work.
The collaboration extends Absolut’s longstanding association with art, which includes a partnership with Andy Warhol more than 40 years ago. Since the 1980s, more than 550 artists have contributed over 850 artworks inspired by the Absolut bottle. The brand’s more recent partnerships have included Andy Warhol, Keith Haring, Heinz, Tabasco and Tomorrowland.
“I am excited to join the lineage of great artists that have worked with Absolut Vodka over the decades,” commented KAWS.
“Many artists I admire have been commissioned by the brand to create artwork for their iconic ads, and I’m grateful for the opportunity to add my work over the Absolut bottle itself, too. My goal is to allow art to meet people in unexpected places and I hope my bottles will be enjoyed at gatherings around the world.”
Absolut Vice President of Marketing Craig Van Niekerk commented: “The best creative collaborations don’t just put two names on a label; they create an immediate visual disruption that stops you in your tracks. That’s exactly what we’ve created with KAWS.
“By bringing his signature XX motif and CHUM character to our bottle, KAWS has taken a canvas with a rich artistic heritage and given it a witty, unexpected twist. We believe art shouldn’t be confined to galleries and this visual disruption brings a piece of joyful, accessible pop culture right into people’s hands.”
Pernod Ricard GTR Director, Power Brands and Emerging Categories Rae Gibson commented, “KAWS enjoys such broad cultural appeal, which is one of the reasons why global travel retail is the perfect platform for this new Artist Edition.
“We know travellers from all corners of the world will gravitate towards it as both the Absolut brand and KAWS’ playful and accessible work transcends boundaries.” ✈
