Absolut’s Andy Warhol vodka given travel retail welcome

Pernod Ricard is bringing its Andy Warhol-inspired Absolut Vodka bottle and pop art to global travel retail following an exclusive launch in Dubai Duty Free last month.

Describing the launch as Absolut’s “most iconic and creative” to date, Pernod Ricard Travel Retail is rolling out the bottle to key airports worldwide, including London Heathrow Terminal 3, Sydney, Dubai, Singapore, China and Thailand.

The campaign will continue until the beginning of January 2015.

The French drinks group describes the “pinnacle” of the Absolut Andy Warhol activations as being at Heathrow and Singapore Changi, where travellers are able to interact with a digital activation to create their own Warhol-inspired selfie.

Libby Wilding, brand manager at Pernod Ricard Travel Retail Europe, said: “Taking inspiration from the iconic collaboration, we have included an innovative digital element at the centre of the London Heathrow activity, appealing to our targeted young urban creatives and immersing them in the world of Absolut in true Warhol style.

“As the largest vodka brand in travel retail Europe, Absolut’s pioneering role as an innovator will continue to drive category growth through these experiences which immerse passengers and create moments people want to share worldwide.”

Absolut Andy Warhol is the latest in a series of exclusive releases from the Swedish vodka brand in collaboration with famous names, which in the past have also included Moulin Rouge director Baz Luhrman.