Absolut delivers a new look on bottles with artist KAWS
SPIRITS firm Pernod Ricard has unveiled the new Artist Edition for Absolut Vodka featuring a design from world-leading contemporary artist KAWS.
The new bottle reimagines the classic apothecary-shaped Absolut bottle and features the artist’s famed ‘XX’ motif and CHUM character on the front of the bottle, with an image of the original painting on the back.
Building on the brand’s ongoing collaboration with artists around the globe, the Absolut Vodka Artist Edition aims to open minds and deliver new perspectives to the brand through partnerships that space across art, fashion, music and culture at large.
This year features the Brooklyn-based artist KAWS – real name Brian Donnelly – whose art aims to bridge a gap between fine art and popular culture, resonating with audiences beyond the traditional art scene. Pernod Ricard has noted that this makes KAWS a natural collaborator for the Absolut Vodka brand.
The Absolut Vodka KAWS Edition is available now across the impulse channel, major grocers as well as online from Amazon with an RRP of £23 for the 700ml bottle and £32 for the one litre bottle.
Liam Murphy, marketing director at Pernod Ricard UK, said: “Absolut has spent decades shaping culture, not just following it. The KAWS collaboration is the latest example of how we’re keeping the brand fresh, relevant and distinctive for a new generation of consumers.
“Combined with continued investment in our core range, innovation and iconic cocktail occasions, our yearly limited-edition artist collaborations help Absolut strengthen its position as the UK’s leading premium vodka brand.”
