Absolut shines spotlight on emerging talent amidst uncertain times for creative industry

Press Release 04/06/2020

The UK’s number one premium vodka[1] is commissioning 10 up and coming creatives to design a new limited-edition bottle inspired by two of the UK’s Top 10 favourite cocktails

Absolut is shining a spotlight on emerging creative talent by tasking 10 emerging artists to add a unique design to the iconic Absolut bottle, inspired by the Espresso Martini or Passion Star Martini – two of the UK’s Top 10 favourite cocktails[1]. The UK’s number one premium vodka1 will pay 10 emerging creatives, in exchange for a documentation of their creative process and final design. This content will then be transformed into a visually exciting series on the brand’s Instagram channel @AbsolutUK, shining a spotlight on each creative, their design and the inspiration behind it.

The 10 creatives will also share their design process and final bottle on their own social media channels, in order to engage with their own community of followers. A digital exhibition of the 10 final bottles will be hosted on the Absolut UK website, with consumers encouraged to vote for their favourite design.

By voting, consumers will be entered into a competition to win one of 40 ‘cocktail at home’ kits to enjoy either an Espresso Martini or Passionfruit Martini with those in their household. With at-home creative activities on rise due to consumers spending time at home, Absolut will also be encouraging people to have a go at designing a new bottle themselves and share their designs using the campaign hashtag #AbsolutCreate.  

Raja Banerji, Marketing Director at Pernod Ricard UK, comments:
“We are delighted to be supporting grassroots creatives through the Absolut Create campaign. During this unprecedented time, many in the creative industry have found themselves without work as projects have been postponed or work cancelled. Absolut has a track record for harnessing creative thinking, having collaborated with more than 580 artists on over 850 projects since 1985, and there isn’t a better time to be supporting this community and stimulating creativity.”

The Absolut Create content series will be live on the brand’s Instagram channel (@ABSOLUTUK) from 28th May 2020 and the online exhibition will open for voting on the 8th June 2020.


[1] SOURCE: CGA Mixed Drinks Report 2020

[2] Latest MAT CGA & Nielsen data combined. On Trade CGA to WE 28.12.19 & Off Trade Nielsen to WE 21.03.20.