By Sara Wilson
Absolut is the third largest international spirits brand in the world, shipping to 125 different markets, and is known throughout the world as being a premium vodka. But this is largely due to more than 20 years of creative marketing.
With the recent launches of Absolut Generations and Absolut Next Generation, the brand is paying tribute to art — one very essential value that has helped define the brand for nearly two decades and began with Andy Warhol.
In 1985, Andy Warhol admired the Absolut bottle so much that he was inspired to create one of his own. Dramatic and colorful, his creation became known as “ABSOLUT WARHOL.” It also signified the beginning of a beautiful relationship between Absolut and more than 600 artists, each one attempting to capture the spirit and essence of the brand. Inspired by Warhol’s original creation, ABSOLUT ART exhibitions recently appeared in Paris, New York and Stockholm. Meanwhile, the vodka brand has become nearly synonymous with art.
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