Absolut x Haring – Art is for everybody
Art is for everybody – Absolut’s latest Keith Haring bottle turns that spirit into a cultural statement.
The iconic Swedish brand continues its legacy of celebrating and democratising art with its latest artist edition – a bold new collaboration with the Keith Haring Foundation. Inspired by an original piece of art created by Haring and used in a 1986 Absolut campaign, discover more about this limited offering.
For Absolut, it’s not just a launch of a limited edition bottle; it’s a celebration of an idea that’s as potent now as it was in the 1980s. An idea that art belongs to everyone. That creativity isn’t a luxury – it’s a lifeline. A way to connect, to question, to spark something new.
Back in 1986, when Absolut first collaborated with Keith Haring, it wasn’t a commercial partnership. It was a cultural provocation. Keith wasn’t just painting for galleries – he was painting subway walls, sidewalks and entire communities. He was democratising art before Instagram made it a thing. His art was accessible, playful and deeply human. And Absolut? We were the vodka brand that dared to believe a bottle could be a canvas, that creativity was not just a campaign and that culture wasn’t a bolt on – it was the brand.
Nearly 40 years later, Absolut Haring is our way of reigniting that energy – for a new generation. A generation navigating identity, expression, and connection in a world that’s more chaotic – and more connected – than ever. This bottle, this launch, is our tribute to Haring’s unstoppable ‘spirit’.
“For over 40 years, Absolut has been about more than vodka. We’ve used our bottle as a canvas – to champion creativity, celebrate individuality, and bring people together,” says Deb Dasgupta, Vice President, Global Marketing, Absolut Vodka. “In a world chasing culture, we’ve quietly shaped it – not with noise, but with meaning.”
The Absolut Haring Artist Edition bottle is where art meets spirit and creativity takes centre stage. Wrapped in bold lines, vibrant colours, and Haring’s iconic characters, the bottle is alive with energy. A sunlit yellow radiates joy – like a bottle beaming with optimism. His unmistakable crowd motif dances across the glass, echoing the rhythm of a dance floor you can almost hear.
Pulses of red, flashes of Absolut blue – the colours play together with movement and meaning. And on the neck? A hand-drawn tribute to L.O. Smith, Absolut’s founder, reimagined through Haring’s own hand – legacy meeting legacy.
More than a design, this bottle is an invitation. To express. To mix. To move. To believe, like Keith did, that art can change the world – one line, one colour, one connection at a time.
“This bottle isn’t just packaging – it’s a piece of kinetic art. But more than that, it brings joy, hope, and a dose of optimism in today’s world,” adds Dasgupta. “In a time that often feels heavy, there’s something powerful about choosing lightness. When the full campaign comes to life, you’ll see Haring’s spirit shine through – the irreverence, the boldness, the sense of play.
“And why not? Who said a bottle of vodka can’t lift your spirits? Especially when it’s Absolut.”
Why Keith Haring, why now?
Because Haring believed what Absolut still does – that art should not just be accessibly to a happy few but a happy many. It should move people. Stir the spirit. Make them feel. In a world shouting to be heard, Haring’s work reminds us that clarity, connection, and colour can still break through the noise. We’ve worked closely with the Keith Haring Foundation, not only to honour his legacy with integrity, but to ensure every decision – from the creative to the collaborations – lives up to what Keith stood for.
From airport to icon
The Absolut Haring bottle will debut as a global travel retail-exclusive from 1 July, launching with a full-on sensory takeover.
At Gatwick, travellers will encounter eye-catching vending machines offering limited edition Haring merchandise as a gift with purchase – turning the airport into an unexpected gallery.
And in major hubs like Sydney and London Heathrow, 3D billboards will bring Haring’s vibrant visuals to life, transforming transit into a moment of cultural immersion.
Democratising art
The launch is just the beginning. “From September onwards, we take this partnership even further. We’re rolling out across 40+ markets – from the UK and Germany to Mexico, China, Canada, Australia, and Italy. And every touchpoint should feel as bold and expressive as the bottle itself,” says Dasgupta.
“This isn’t just about celebrating a legacy, it’s about inviting a new generation to help shape the next one. Absolut has always believed that creativity shouldn’t be reserved for the few. While other premium brands often sell exclusivity, Absolut has built its story around openness, expression, and cultural connection. From turning bottles into canvases to turning moments into movements, the brand has always made space for art to feel accessible – and alive.
“Art and branding have always shared one powerful thing – the ability to make people feel something. And when those two worlds come together with authenticity, it opens the door to storytelling that’s not just persuasive, but deeply human. That’s how brands stop marketing and start truly connecting.”
For more information on the artist edition Absolut Haring, please visit https://www.absolut.com/
Or better yet, see it in person at Heathrow, Gatwick, or wherever bold spirits travel.
To find the Absolut Haring Fizz cocktail recipe, please visit https://www.
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