Absolut is launching a limited-edition bottle exclusively for global travel retail, in collaboration with The Andy Warhol Foundation for the Visual Arts, inspired by the rediscovery of Warhol’s Absolut ‘blue’ painting.
The company states that a second Absolut Warhol painting was rumoured to exist but remained unconfirmed, until Absolut ‘blue’ was rediscovered at auction in 2020. Now part of the Absolut Art Collection, the painting will be unveiled at Stockholm’s Spritmuseum in October 2024 as the centrepiece of a new exhibition, ‘Andy Warhol, Money On The Wall’, curated by Warhol biographer Dr Blake Gopnik.
Apparently, each shade of blue in the new bottle’s design has been extracted from the painting, and the details include an image of Warhol alongside his original signature. Consumers can access a masterclass on how to make the new signature cocktail, designed to mark the collaboration, via a scannable QR code on the side of the bottle.
To mark the launch, an Absolut Warhol pop-up is in place at Amsterdam Airport. The release campaign is expected to include 3D Out of Home (OOH) media, in-airport promotional spaces and in-store display units at airports such as London Heathrow, Dubai International, Sao Paulo and Sydney.
The Absolut Warhol limited-edition 1L bottles will retail for $24. They will be available for sale exclusively for two months in global travel retail before being rolled out in over 50 global markets from September 2024.
In similar news, Sustainaholics partnered with easyJet for its range of spirits in 100% post-consumer recycled (PCR) bottles, available on select flights. The bottles are reportedly less than half the weight of glass and the compact shape enables airlines to fit more bottles into restricted on-board spaces.
Diageo’s Baileys Original Irish Cream liqueur became available to international travellers at select airports in March, in 70cl aluminium bottles said to facilitate a 44% carbon reduction and be five times lighter than the glass alternative. The bottles were set to be sold at Amsterdam Schipol and Frankfurt and Copenhagen’s international airports for an initial trial period before being released for a limited time across various German domestic retailers in May.
More recently, Hongik University student and industrial designer Seokoo Yeo has developed Carry On, a solution expected to help consumers remember their travel-sized cosmetics and prevent both packaging and product waste. Carry On consists of a larger container with space to hold a smaller, travel-sized version of the same pack. The empty space in the large container aims to signal to consumers that a travel pack is missing.
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