Absolut Vodka has unveiled its latest Artist Edition collaboration with world-leading contemporary artist KAWS.
Building on a history of groundbreaking collaborations for the spirits brand, Absolut Vodka’s partnership with the influential US artist marks a new era in its creative journey, it said.
It reflects the brand’s continued ambition to “open minds and spark fresh perspectives through partnerships spanning art, fashion, music and culture,” Absolut added.
Inspired by a specially commissioned painting, the new Artist Edition bottle challenges the familiar, championing curiosity through imagination. Featuring the artist’s famed XX motif and CHUM character on the front and an image of the original painting on the back, the bottle transforms an everyday object into something unexpected.
Brand relevance
Liam Murphy, marketing director at supplier Pernod Ricard UK, said: “The 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.”
Absolut KAWS is now available in all major UK grocers, impulse and Amazon, with an RRP of £23 per 70cl bottle and £32 for one-litre size.
No comments yet