The Vodka for a New Creative Class
People don’t order premium vodka because they can taste the difference. They order it because it says something about them. Absolut had built its reputation through legendary creative collaborations, starting with Warhol. But a new generation didn’t see that creative legacy as theirs.
ABSOLUT Blank
The artists had changed. So had culture. The ABSOLUT Blank platform introduced a new generation of street artists, musicians and creative voices shaping culture and making bold creative statements. Absolut started to feel current again, without abandoning its legacy.
ABSOLUT Greyhound
With Swedish House Mafia, the brand stepped confidently into the music culture and expanded the audience even further while doing it.
Inspired by the drink, ABSOLUT Greyhound became a track that charted around the world, and as SHM toured, ABSOLUT got called on a new generation’s dance floor.
ABSOLUT Outrageous
So much of the art heritage came from the brand’s long relationship with the LGBTQ+ community and the art and culture it has shaped.
Absolut Outrageous celebrated that. Different communities, different expressions, one idea. Cheers to that.