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Vodka goes hand in hand with, well, everything. And those that disagree with this blanket statement, will at least agree that a shot of Absolut with some OJ is always refreshing. The vodka that even non-vodka drinkers can be persuaded to drink, ‘Absolut’ conjures up an image of quality (the only one you can remember really) on blurry Saturday nights. If you manage to revive yourself from your vodka-induced stupor, however, you’ll notice that your favorite vodka brand is so much more than just liquor. Probably one of the most successful brands that sells premium goods, Absolut has managed to not just stay afloat, but really thrive, in a market flooded with competition.
Absolut has been actively involved in various creative ventures in India, and across the world. This year, the most iconic vodka brand in the world has launched an ‘Art Bar’ in New Delhi. In a first-of-its-kind collaboration with the renowned Delhi-based artist Reshmi Dey, Absolut has provided a platform to showcase an incredible ‘glass art’ installation in her studio Glass Sutra. The concept aims to promote interest and awareness in glass art and its many distinctive interpretations. According to Vogue India, the pop up was launched in an exclusive event at Dey’s studio, complete with interactive sessions and fun activities for the guests, including making their own glass stirrers by melting glass under high temperatures and manipulating its shape. Dey’s own glass sculpture was created using empty Absolut vodka bottles.
“The concept of an Art Bar being introduced by Absolut has given language to my art. It is a platform that will help me engage and communicate the exclusivity of my label and glass art to the world. Absolut has helped me go beyond the walls of my studio,” said Dey. This move has further affirmed the brand’s artistic affiliation with India. In 2011, Absolut collaborated with the India Art Summit, and has since been working with numerous events in the country to promote appreciation for different art forms. In June 2015, Absolute decided to launch its first ever ‘Absolut India Limited Edition’ bottle under their ‘cities’ campaign that aims to celebrate the distinctive culture and history of each place. The Indian Limited Edition bottle featured a vibrant yellow toned artwork by a young Mumbai based artist Shaheen Baig.
Absolut has a long history of artist collaborations and promotions that consolidate its position as a patron to all things art and creativity. The most significant of these was with the celebrated artist Andy Warhol, so much so that in 2014, Absolut launched a special Warhol edition bottle which featured artwork by the famous visual artist himself. The vodka brand went on to carve a place for themselves in the art world with hundreds of artist collaborations with the likes of Francesco Clemente, Louise Bourgeois, Rosemarie Trockel, Angus Fairhurst, Jan Saudek, Béatrice Cussol & Anish Kapoor. Absolut has always had a penchant for design, as is evident in their discreet and minimal packaging style at a time when loud crests and overcrowded labels were the norm. With their ‘cities’ campaign, Art Bar installations, and other creative ventures, Absolut has successfully managed to stay relevant to the youth and become indispensable in the liquor world by creating an entire culture around vodka and art - a move that goes beyond any marketing gimmicks.
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