Absolut is to support Helmut Lang's first institutional solo art exhibition, "Alles Gleich Schwer".

A VIP preview party is to be held at the kestnergesellschaft in Hanover, where the exhibition will run until 2 November, the company said today (1 September).

The exhibition marks the first of two phases of activity for the new collaboration, part of Absolut's ongoing "In An Absolut World" programme.

The second phase will see the exhibition move to the "virtual world", as Absolut launches an online experience of the exhibition from 30 September to 31 December.

Fortune Brands last week announced plans to stop distributing Absolut vodka in the US this autumn, after agreeing to an early termination of its contract with new owner Pernod Ricard.

Pernod will pay Fortune $230m to exit the distribution arrangement for Vin & Sprit brands in the US from this October.