Absolut Vodka drops art you can drink in Keith Haring collab

Absolut Vodka is bringing Keith Haring’s iconic art back into the spotlight with the launch of its Absolut Haring artist-edition bottle, marking nearly 40 years since the pop artist first reimagined the brand’s silhouette.

The limited-edition bottle celebrates Haring’s belief that “art is for everybody”, channeling the energy and bold visuals that made his work a symbol of creativity accessible beyond museum walls.

Originally created in 1986 at Andy Warhol’s recommendation, Haring’s design, featuring his signature red lines and dancing figures against a vibrant yellow background, became a campaign classic.

Don't miss: Smirnoff ICE celebrates 25 years by defying logic in first global campaign

This fresh edition revives those elements with a kinetic 3D debossed design and a hand-drawn medallion detail, transforming the original artwork into a tactile celebration of creativity. The bottle carries Haring’s signature on the shrink sleeve, reinforcing its authenticity.

To complement the launch, Absolut created the “Absolut Haring fizz,” a cocktail inspired by the artist’s travels in Asia and love for New York. The drink blends apple, orange, toasted sesame, and ginger, reflecting the brand’s global and eclectic spirit.

The artist-edition will debut in global travel retail from July, before rolling out across 40-plus markets from October.

Launch activations include a pop-up vending machine at London’s Gatwick Airport offering exclusive merchandise and bottles, as well as striking 3D billboards at transit hubs in Sydney and Heathrow. An add-to-wallet campaign with Uber at Heathrow also offers travellers gift vouchers linked to their bottle purchase.

Available in 1L, 700mL, and 750mL formats, the campaign underscores Absolut’s commitment to creativity as a unifying force, reviving a cultural icon for a new generation.

"Absolut has always believed that art should be open, joyful, and for everyone. Keith Haring’s work radiated that belief, full of energy, colour, and hope. With Absolut Haring, we’re inviting a new generation to celebrate that spirit. It’s a vibrant reminder that creativity can inspire, uplift, unite, and open minds," said Deb Dasgupta, VP global marketing at Absolut Vodka.

In tandem, Liya Zhang, VP global marketing at Pernod Ricard GTR said, "This is a joyful moment for Global Travel Retail. Following the incredible reception of Absolut Warhol limited-edition last year, we’re thrilled to now celebrate Keith Haring — a visionary whose work resonates deeply with today’s travellers. The energy, colour speaks to a new generation looking for creativity in every moment, and inspiration in every journey. As Haring said, art is for everybody." 

Meanwhile, David Stark, founder and CEO of Artestar, the global licensing and creative agency representing the Keith Haring Studio said, "Our mission is to keep Keith Haring’s spirit alive by continuing to expand access to his art and the important messages within it. This project with Absolut revives a moment that meant so much to Haring. It’s a wonderful tribute that allows anyone to engage with this special story that started back in 1986."

Absolut Vodka isn't the only alcohol brand playing big this year. Grey Goose recently launched its global “Grey Goose hôtel” campaign, fronted by Oscar-winner Zoe Saldaña and developed by BBH USA. The series of short films channels French joie de vivre, positioning leisure as a luxury.

Meanwhile, Heineken kicked off the year with its “0.0 Reasons Needed” campaign, a global effort to challenge stigmas around non-alcoholic beverages and promote its Heineken 0.0 line.

Related articles: 
Carlsberg turns cab shifts into match-day magic in surprise fan stunt
Kronenbourg 1664 brings fashion fizz to the streets in bold OOH takeover   
Heineken opens self-service bars for late-night football fans