Absolut named vodka partner of Madonna’s new album
Pernod Ricard-owned Absolut is the official vodka partner of pop icon Madonna’s new album, Confessions II.
As Madonna readies for the launch of her next album, Confessions II, on 3 July, Absolut is beginning a summer of ‘fiery’ Absolut Tabasco cocktails as the official vodka partner of the record.
“Confessions II is rooted in the idea of the dance floor as a ritualistic space where people can express themselves freely and connect with one another,” said Madonna. “Absolut shares that spirit. Together, we’re creating experiences that encourage people to put down their phones, be present in the moment, and rediscover the joy of connecting through music and dance.”
To mark the partnership, Absolut has partnered with Special Offer, the design team behind Confessions II’s visual identity, to unveil ‘Absolut Icon’, a new creative inspired by the brand’s storied artistic legacy and its ‘Absolut Perfection’ campaign, which included collaborations with celebrated artists and designers such as Andy Warhol, Keith Haring, Versace, and Herb Ritts.
‘Absolut Icon’ reimagines the brand’s recognisable bottle silhouette through the lens of Madonna’s ‘enduring influence’, and builds on the creative spirit that helped establish Absolut as a cultural icon.
Shot in 2026 by photographer Ricardo Gomes, the ad features Madonna wearing the iconic purple corset bodysuit originally worn during her 2006 Grammy Awards performance and in the Sorry music video, uniting two cultural icons in a contemporary homage to art, fashion, music, and self-expression.
The partnership also continues Absolut and Madonna’s decades-long advocacy for the LGBTQ+ community, and the creative will be placed in publications that support the queer community as a nod to Absolut’s landmark 1981 advertisement in The Advocate, and along Pride parade routes around the US.
Absolut will also donate to longtime partner GLAAD, underscoring the brand’s continued commitment to championing LGBTQ+ advocacy and inclusion.
‘Spicy dance floor moments’
“Madonna continuously moves culture forward through fearless self-expression, making this partnership feel both incredibly authentic and deeply meaningful for Absolut,” said Caroline Begley, vice-president of marketing at Pernod Ricard USA.
“The release of Confessions II is a cross-generational milestone, and we’re here to add some heat to the occasion with bold Absolut Tabasco cocktails and spicy dance floor moments.”
To ‘get into the groove’ ahead of the album’s upcoming release, Absolut is partnering with Madonna on multiple high-energy events, which kicked off earlier this spring with Club Confessions: Los Angeles, a surprise late-night event in West Hollywood where Madonna and longtime collaborator Stuart Price gave guests an exclusive first listen to music from Confessions II while guests sipped on Absolut cocktails.
The event marked the first in a series of experiences supporting the album throughout the summer.
Absolut and Madonna have also curated new cocktails built around the brand’s latest expression, Absolut Tabasco.
The cocktails feature bold takes on some of Madonna’s favourites – including a fiery Cosmopolitan and a spicy take on a Vodkarita – which fans can enjoy in bars, clubs and nightlife venues.
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