When Absolut was sold to Pernod Ricard in 2008, Stockholm Design Lab was tasked with redesigning the iconic bottle to reinforce its Swedish origins in Åhus. The process explored future potentials into material discovery, colour palette solutions and typographic possibilities. The goal was to increase the perception of Absolut as a premium contemporary brand, while maintaining instant shelf recognition and Scandinavian character.
Spritmuseum’s exhibition tells the story of Absolut Vodka, the Swedish brand that became an international export success and a global icon through its groundbreaking marketing. It is a story of courage, creativity, and innovation, told through advertising campaigns, artistic collaborations – and cocktails. Absolut Vodka pushed the boundaries of what advertising could be. With a simple idea – one bottle, two words – more than 1,500 advertisements were created, blurring the line between advertising and art. The ads achieved major international impact, while at the same time remaining virtually invisible in Sweden due to newly tightened regulations on alcohol advertising.
In the exhibition, visitors can follow Absolut Vodka’s journey from a state-led export initiative to a global cultural phenomenon. Around 90 bottles are displayed alongside 130 selected advertisements, as well as works by artists and creators including Andy Warhol, Chris Ofili, Tom Ford, Vivienne Westwood, Swedish House Mafia, and Annie Leibovitz. In the robot-operated bar, the story is further enhanced through classic cocktails that helped build the brand internationally.
Absolut Absolut. A Spectacular Advertising Story
Spritmuseum, 20 May 2026 – 26 March 2028
