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Pernod Ricard takes Absolut Warhol push to Travel Retail

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Pernod Ricard has launched its Absolut Warhol bottle into global Travel Retail alongside a new marketing campaign in key airports.

Andy Warhol designed the bottle in 1986

Andy Warhol designed the bottle in 1986

The company said the bottle, designed by Andy Warhol in 1986, will be available in London Heathrow and Asian Travel Retail from this month, before rolling out to other markets from January. Heathrow and Singapore's Changi airport will also hold pop-up activations that will see consumers make their own Warhol-style “selfie”.

Johan Rudström, marketing manager at Pernod's The Absolut Co, said: “Through this unique, limited edition, Absolut Vodka proudly celebrates creativity, pop art, and the brand’s iconic collaboration with Andy Warhol.”

According to figures released in September, Absolut volumes in global Travel Retail fell by 10.4% in 2013, to 8.1m litres. The brand remained the second-biggest selling spirit in the channel, however, behind Diageo's Johnnie Walker.


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