Absolut’s Cultural Drive Feels Hit And Miss.
Will The Latest Andy Warhol Partnership Cut Through?
Absolut’s Cultural Drive Feels Hit And Miss.
5 minutes read
Introduction by: Peter Marshall
There’s a compelling rediscovery story here. But is Absolut getting it right with its latest limited edition? Kristiane Sherry explores the resonance of Absolut Warhol 2024. It is a very insightful feature indeed.
It’s one of the bastions of London cocktail culture: Lyaness. The acclaimed bar at the Sea Containers riverside hotel was a fitting launch recently for Absolut Warhol. Painterly blue decals were splashed across the windows, keeping the big reveal under wraps until the perfect moment. That came after we’d been ushered to the basement cinema for a Q&A and to see the campaign film by Mexican director and photographer Santiago Sierra Soler.
Afterwards we enjoyed the vodka in signature Milk Punch served and designed by global brand ambassador Ricardo Dynan and artfully crafted by the in-house bar team.
It was the fitting evening for the launch of the limited edition which, according to Deb Dasgupta, VP Global Marketing at Absolut, had been nearly four years in the making.
In many ways, the launch of Absolut Warhol is a milestone moment for the brand. One of the biggest selling vodkas in the world by volume, the Swedish maker has long aligned itself with both the arts and equality. As such, it partners with creatives every year to release a limited-edition pack. For 2024, it was a return to the Andy Warhol Foundation.
‘Return’ because the story goes back far further. Warhol himself was the first artist to collaborate with the brand back in 1985. He created pieces inspired by the shape of the bottle, and the results are instantly recognisable. Rumour had it that he’d created a second piece, his Absolut Blue painting – but if it ever existed it was lost long ago. Then there was the shock discovery at an auction house in 2020. After much work authenticating the piece, it was declared as the lost Absolut Blue – thus the inspiration for the 2024 limited edition.
It’s a fascinating story, and it comes at a time where Absolut’s volume sales plummeted by 10% as values slipped 2% in the first six months of parent company Pernod Ricard’s 2024 fiscal year. It’s too soon to talk of a rout for the brand (previously volumes were up 2% over FY2023 as organic net sales climbed 10%). It’s also important to note that the wider vodka category is essentially flat. Analyst Euromonitor International noted an increase of just over 1% from 341.5 million nine-litre cases in 2022 to 345m in 2023. But the timing of such a strong emphasis is interesting.
Perhaps understandably, Dasgupta takes a longer-term view of both the category and the brand’s fortunes. “Vodka is the second biggest category within global spirits, and probably the biggest category within white spirits,” she stated. “It’s a very resilient category. And it’s also a recruitment category.” She hails its versatility, how widely used it is in popular cocktails, and how all demographics understand it.
Recruitment seems to be a big driver here. Both Dasgupta and Liya Zhang, Pernod Ricard Global Travel Retail Vice President Global Marketing, speak of the Warhol link as a vehicle to increase relevance to a Gen Z audience. A straw poll among younger friends showed a mixed bag when it comes to recognition of the artist. How confident is Dasgupta that the Warhol partnership will resonate?
”In preparation of our work with developing the Absolut Warhol campaign, we conducted research in Nov 2022 with an independent agency involving a total of 1,200 vodka consumers in the USA, UK, Germany and France,” she tells TRUnblocked when I follow up after the event. A total of 66% were aware of the artist and 28% considered themselves to be ‘very familiar’ with his work. Among those aged 21-28, which seems to be a key target, 56% were aware of him by name with 24% familiar, she shared. The research did not show any pictures of his art. A similar study across the US, UK and China in 2023 showed near-parity.
Interestingly though, she isn’t expecting these figures to necessarily correspond with sales. “Absolut financials remain driven by distilled bottled spirits sales, with continued globalisation of the brand as the key growth engine,” she tells me. “We don’t anticipate any immediate change in our fundamental business drivers, which include international spirits market dynamics.”
Will the roll-out feel relevant to this demographic in travel retail? Absolut is betting big. Major activations are planned for Brazil, the UK, Spain, Germany, Australia and the UAE, with a launch pop-up under way now in Amsterdam. Dramatic 3D OOH media with graphics reminiscent of Warhol’s vibrant New York life – aligned with Soler’s film – literally leap from screens. GTR has exclusivity for two months ahead of a roll-out to other markets. The characters depicted speak to the inclusive values that Absolut espouses. Queerness abounds, and Soler himself is a gay man. There is certainly an authenticity to it all, and alignment with the philosophies of Warhol himself. But despite the efforts, I’m still unconvinced of the potential cut-through.
Dasgupta is adamant that the Absolut Warhol campaign is not about sales, but building up brand relevance. “We don’t look into the commercial opportunity, but it’s more about the opportunity of the brand to stay relevant in culture,” she tells me at the launch. “How do you stay contemporary, relevant, and stay engaged with a new generation? You need to find those new pieces of stories. I think this is more about that.” It’s about driving “consumer closeness”. “It’s shining the light on the brand’s rich cultural heritage, paving the way for the future.”
On the same day that the Absolut Warhol news embargo lifted, another Absolut campaign dropped in the UK. Call it a Night speaks directly to revellers on a night out, reminding them to be respectful and not to engage in verbal abuse. On the surface it’s a much-needed message. And, to be clear, all responsible drinking messages are important. And yet it feels like another mark missed.
In the campaign film, which ironically feels a bit like a Gen Z-friendly lyric video, drinkers are reminded specifically not to use slurs. In this context, misgendering someone. While it’s refreshing to see a brand known for its equality messaging to affirm the trans community, it totally misses the point. Instead of addressing biases, the instruction is to keep them to yourself while drunk. Don’t let your views slip out. This just doesn’t feel reflective of the generation most likely in the UK to identify as LGBTQ+, according to census data.
I put this critique to Dasgupta. “At Absolut we are committed to fostering an inclusive environment where everyone feels encouraged to be their true selves,” she tells me. “Diversity and inclusivity are core values that are part of our DNA, and we are dedicated to promoting open-mindedness and continuous self-reflection. However, with this specific campaign we aim to raise awareness about the importance of recognizing one’s limits when it comes to alcohol consumption, encouraging responsible drinking habits and self-awareness.
Absolut is on a relevancy drive. And culture has been positioned front and centre of its mission. While Absolut Warhol is undoubtedly a stunning presentation with a fascinating story, I’m not convinced it will land with the target Gen Z audience. Absolut is certainly a leader in drinks when it comes to LGBTQ+ advocacy, but the recent Call it a Night shows that even well-meaning brands can miss the mark. Of course, despite the party line, the proof of the pudding will be in sales. It could well be that Absolut itself is a vehicle that brings Warhol’s work to a new generation – and that would be an outcome to be celebrated. It is a brand with considerable heft and that is not to be overlooked.
And, ultimately, whether or not that sales dial has turned will show in the financials. It is far too soon for these campaigns to count, but Pernod Ricard is due to report its full-year results on 29 August. Until then, it’s all eyes on the activations. And on social media too, where Absolut will be hoping we’re all about to see a lot of the once-lost Absolut Blue painting.
