Absolut Berlin: A Celebration of Rebellious Spirits

Absolut Berlin was a Limited-Edition Vodka Bottle and part of our series celebrating cities and countries around the globe.

Each bottle in our Cities collection is made in collaboration with local artists to capture the authentic essence of their city through their unique perspective and artistic expression.

For Absolut Berlin, we partnered with a Berlin-based artist to Zhivago Duncan to bring the city’s vibrant energy and rebellious spirit to life.

Here, we revisit Absolut Berlin and explore the artist’s inspiration and the creative journey behind one-of-a-kind bottle design and unique collaboration.

Berlin: A city of Endless Inspiration and Creativity

In 2014, we launched Absolut Berlin, an homage to this creative mecca and the people who fuel it with talent, ideas, and energy. Choosing Berlin was a no-brainer, as its vibrant, multicultural, and artistic atmosphere perfectly embodies the spirit we celebrate.

One American newspaper likened Berlin to New York City in the 1980s, where affordable rents, ubiquitous graffiti, and an electrifying atmosphere of creativity characterize a city in transition.

Berlin has been the birthplace of renowned art movements such as Expressionism and the Bauhaus. Today, it remains one of the most creative cities in the world, a place buzzing with artists, musicians, filmmakers, performers, and video game developers.

Capturing Berlin’s Spirit with Artist Zhivago Duncan

To capture the spirit of Berlin in the bottle design, Absolut turned to Zhivago Duncan, an artist whose work displays a dazzling energy and virtuosity. Born in the United States, studied in the U.K., and now based in Berlin, Duncan, who speaks six languages, and works in as many artistic mediums, is a global citizen with a unique perspective on our contemporary world.

“As soon as I moved to Berlin, I fell in love with it,” says Duncan. “It’s a vibrant city directed towards the future. A place where people work hard and play hard, and where you don’t have to yield to all the conventionalities that other capitals have given into — where at 2 AM you may be at a club or in your studio working. But wherever you are, the creative energy of the city blasts through the windows. For me the idea of tagging the Fernsehturm suggests how the creative impulse can lead to remarkable feats, or a spray can mounted on a drone. Berlin is known to have always been a free and creative city.”

The artwork for Absolut Berlin

When we approached Duncan, we were hoping for one of his wonderfully “messy”, and anarchic multimedia creations. And there was not a splash of disappointment.

Duncan’s design transforms the iconic Absolut bottle into a window showcasing one of Berlin’s landmarks – the Fernsehturm. The bottle features a magnified image of the Fernsehturm’s famous sphere, adorned with the graffiti-style quote, “Es ist nicht einfach immer ein Rebell zu sein,” which translates to “It’s not easy to always be a rebel.” This perfectly captures the spirit of a city that has long been at the forefront of contemporary art and culture.

The color palette reflects Duncan’s personal experience of Berlin: gray for the old cement structures, green for the urban forests, turquoise for the oxidation of old statues, cadmium yellow for the golden bricks during a Berlin summer sunset, and pink for the sunrise after a long night out exploring the city and its people.

Duncan never shies away from pushing the boundaries in his artistic expression, something we deeply resonate with. This collaboration was truly special for both of us.

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Want to learn more about our Absolut Berlin Limited-Edition Vodka Bottle? Explore Absolut Berlin

Absolut Korea: A Collaborative Limited-Edition Vodka Bottle Revisited

Absolut Korea was a locally released Limited-Edition Coffee, Almond and Chilli Flavored Vodka and one of our many, many incredible artistic collaborations,  celebrating cities and countries around the world.

For each limited-edition bottle in our cities and countries collaborations, we work with local artists to capture the authentic essence of the country through their perspective and artistic expression.

In this post, we open the vaults to revisit and learn about the artwork and inspiration behind the collaboration for Absolut Korea.

Inspired by Kimchi: The Flavor of Absolut Korea

In 2016, we launched Absolut Korea. This Coffee, Almond and Chilli Flavored Vodka took inspiration from…wait for it…Korea’s national dish, Kimchi. That’s right, Kimchi.

Koreans are known for their love of Kimchi—it’s a staple at almost every meal and has been part of Korean cuisine for centuries. More than that, it holds deep cultural significance.

Kimchi symbolizes Korean identity and tradition, often tied to family gatherings and communal experiences. In fact, it’s said that every Korean family has its own unique Kimchi recipe, passed down through generations. And in 2015, UNESCO recognized Kimchi and its traditional practices as Korea’s intangible cultural heritage.

Although Absolut Korea didn’t taste like Kimchi, the influence and inspiration were evident. Absolut Korea’s unique Coffee, Almond, and Chili Flavored Vodka offered a smooth and vibrant blend of flavors. It began with a subtle sweetness and concluded with a hint of spice. The combination of flavors provided a contrasting yet surprisingly well-balanced blend of bittersweet and spiciness – the authentic taste of Korea.

Inspired by traditional – the artwork for Absolut Korea

Created in collaboration with contemporary Korean artist Heo Wook, Absolut Korea’s multidimensional bottle design reflected a unique vision of Korea.

The design intricately combined pieces of Korean letters from the Hangul alphabet, fitting together like a puzzle to form the word Absolut.

The bottle featured the five symbolic Korean ‘obang’ colors: blue, red, yellow, white, and black. Yellow, representing ‘center,’ ‘bright,’ and ‘hope,’ stood out prominently, symbolizing Korea’s dynamic and bright future.

The traditional Korean color spectrum, carries profound symbolic significance in Korean mythology and beliefs, and is associated with the cardinal directions:

• Red (Hong): Representing fire, red conveys passion, energy, and luck. It’s frequently used in weddings and celebrations to symbolize vitality and joy.
• Yellow (Hwang): Symbolizing the earth, yellow embodies simplicity, compassion, and forgiveness. It’s often seen in traditional clothing and Korea’s landscapes.

• Blue (Jeong): Associated with the east, blue symbolizes creativity, loyalty, and generosity, inspired by Korea’s natural beauty and clear skies.

• Black (Heuk): Symbolizing water, black carries the meaning of mystery and is part of Korea’s beauty standards.

• White (Baek): Symbolizing purity, honesty, and innocence, white is associated mourning and is worn during funerals in Korea.

A truly unique, cultural and artistic collaboration, Absolut Korea paid tribute to the rich cultural heritage of Korea. Want to learn more about our Absolut Korea limited-edition vodka bottle?

Explore Absolut Korea

Absolut India: Two Limited Edition Bottles Celebrating Diversity

Absolut is renowned for its innovative collaborations, with the first taking place in 1985, frequently partnering with artists across the globe to produce limited edition bottles.

Among our most beloved projects are those that celebrate various cities and countries, showcasing and celebrating each location’s unique culture.

For each limited-edition bottle in our city and country collaborations, we partner with local artists to capture the true essence of the country as seen through their eyes and their artistic expression.

In this post, we revisit Absolut India. This collaboration was particularly special because it involved not just one, but two separate collaborations occurring several years apart, resulting in two distinct limited-edition vodka bottles.

Join us we open the archive to Absolut India.

Embracing India’s Diversity

India, home to over a billion people, stands as the world’s most populous country and is celebrated for its incredible religious, cultural, and demographic diversity.

With 122 major languages, 29 of which have over a million native speakers, the linguistic variety is astounding.

Often referred to as the country of festivals, India is a place where ancient traditions blend seamlessly with a myriad of cultures, languages, and belief systems. This can be seen during the numerous festivals that fill the country’s calendar, each highlighting a unique aspect of its rich heritage. These festivals not only display the rich heritage and traditions but also underscore the diverse cultures that epitomize India.

At Absolut, celebrating diversity and inclusivity have always been of great importance to us, making our collaboration with Absolut India a natural fit.

The first Absolut India Limited Edition Vodka Bottle

In 2015, we launched the first Absolut India limited edition vodka bottle.

Absolut India was a delectable Mango and Pepper Flavored Vodka, highlighting mango as India’s national fruit and pepper to symbolize the nation’s passion for spices. In fact, India produces approximately 75 of the 109 recognized spice varieties listed by the International Organization for Standardization (ISO).

For the artwork, we collaborated with Talenthouse India – Southeast Asia’s leading creative crowdsourcing platform.  A contest was held, where Talenthouse India reviewed 2,700 submissions to find the winning artwork.

The goal was to create an India-themed and inspired design, where artists could express what they love about India and what they believe represents the country in a fresh, inventive way for the Absolut India limited edition bottle.

The winning artist, Shaheen Baig from Mumbai, beautifully captured the essence of India’s vibrant and multifaceted nature. Her design vividly portrays the spirited chaos of the nation, featuring beautifully represented icons such as temples, tigers, and elephants.

We loved the collaboration and honoring the country so much we decided to do it again.

The Release of Absolut India 2.0

Three years later, in 2018, we released a second limited edition Absolut India bottle, which we called Absolut India 2.0. Unlike the first Absolut India collaboration, this limited-edition vodka bottle was not a flavored vodka.

Once again, we teamed up with Talenthouse India who ran a contest to identify a winner. More than 2,400 artistic contributions were reviewed before Ajay Boga emerged as the winning artist.

Boga’s stunning design was inspired by the strength and courage of the tiger, India’s national animal. India is home to 75% of the global tiger population, making the tiger a symbol of great significance.

Boga’s artwork beautifully incorporates various Indian patterns and elements, highlighting the nation’s diversity, culture, energy, and pride. Upon closer inspection, the artwork reveals intricate details: a peacock symbolizing elegance, a Banyan tree representing immortality, and depictions of India’s rich ethnic diversity. These elements seamlessly come together to form the majestic tiger, embodying the spirit of India.

Want to learn more about our Absolut India limited-edition vodka bottles?

Discover Absolut India

Absolut Citron is more than just a delicious Lemon-Flavored Vodka, it’s our most popular flavored vodka and even inspired the creation of The Cosmopolitan, one of the most loved and best known modern cocktails.

With its bright, zesty Lemon flavor and sheer versatility, Absolut Citron has earned its place as a must-have for home bars. In addition to The Cosmopolitan, it serves as the perfect foundation for both timeless classics and innovative cocktails alike.

Below we highlight five of the best, easy-to-make cocktails with Absolut Citron.

Citrus Martini

A classic Vodka Martini is traditionally garnished with a Lemon Twist or a Green Olive as the ultimate symbol of sophistication and elegance. With the Citrus Martini, the flavor of Lemon is dialed all the way up.

The delicious Citrus-forward Martini mixes the deliciousness of Absolut Citron, with Fresh Squeezed Lemon Juice, the sweet Orange flavors of Triple Sec and a touch of Simple Syrup to create a Martini that’s a real citrus sensation!

Here’s how to make a Citrus Martini.

Absolut Citron Espresso Martini

This isn’t just another lemon-y twist on an classic cocktail recipe but a lemon-y twist on the most popular cocktail today.

In southern Italy, an Espresso is typically served with a piece of Lemon Zest, so you could say the Absolut Citron Espresso Martini is a nod to southern Italy. It’s quite simply zest-in-class!

Discover our recipe for an Espresso Martini with Absolut Citron.

Lemon Drop Shot

Bright, sweet, and bursting with zest, the Lemon Drop Shot is the ultimate party pleaser.

A cousin of the Lemon Drop Martini, it combines Fresh Squeezed Lemon Juice with Absolut Citron, which is then sweetened and balanced out by Simple Syrup and its Sugar-coated Shot Glass.. The best part? Since it’s a shot, all those incredible flavors are packed into one zesty hit. Sweet, sour and so incredibly good. Discover our recipe for the Lemon Drop Shot.

Citron Gimlet

The Gimlet flourished in the 20th century golden age of the cocktail and it’s still here today. And for good reason – it’s simple to make and delicious to drink.

Traditionally made with gin, the Citron Gimlet gives the spotlight to Absolut Citron, giving this timeless cocktail an irresistible citrus twist.

Picture this: Fresh Squeezed Lime Juice, a hint of Lime Peel, our beloved Lemon-Flavored Vodka, and a touch of Simple Syrup. It’s a citrus lover’s dream! The only question is, how can something simple be so good? Learn how to make a Citron Gimlet.

Absolut Negroni

The Negroni is an undisputed classic and a favorite among cocktail enthusiasts worldwide. Now, imagine giving this beloved drink a zesty makeover with a lemon twist—introducing the Absolut Negroni!

Traditionally made with Gin, the Absolut Negroni swaps in Absolut Citron, creating a citrus sensation, where the Lemon notes intertwine perfectly with the Italian bitter red liqueur. Trust us on this one, this variation on the classic Negroni is utterly citru-licious!

Here’s how to make a Negroni variation with Lemon-Flavored Vodka.

In recent years, the popularity of ready-to-drink (RTD) cocktails have taken off, being a great choice for people looking for a convenient way to enjoy their favorite cocktails. Before you’ve even sipped one, it’s easy to see why they’ve become so popular.

The rise in popularity has also led to increased recognition by judges and experts. At the Pre-Mixed & RTD Masters 2024 hosted by The Spirits Business, several standout products were honored for their excellence. Among the winners were:

• Absolut & Sprite – GOLD Medal

• Absolut Strawberry Spritz – SILVER Medal

So, why are RTDs popular you ask? Here are just five reasons why ready-to-drink cocktails are trending right now:

1. Convenience is Everything

It probably comes as no surprise that one of the main reasons RTD cocktails are becoming so popular is, of course, convenience.

The growing trend is driven by busy lifestyles and a desire for premium, craft-quality drinks that can be enjoyed without the need for mixing.

Think about it – whether you’re hosting a party, heading to a picnic, or just hanging out at home, with RTDs, you can rest assured you’ve always got quality cocktails on hand.

Instead of needing bartending tools like shakers and strainers, gathering various ingredients, and muddling and mixing your own cocktails, with RTDs, you simply pop open a can and you’ve got yourself a delicious drink.

Talking about convenience – RTDs are also portable. Simply grab and go. Whether you’re heading to the beach, a concert, or a friend’s BBQ, RTDs are easy to pack and transport. In fact, their convenience makes them pretty much ideal for any occasion, from spontaneous drop-ins to planned backyard parties without having to prepare in advance or batch-make cocktails.

2. Consistent Quality

Another advantage of RTD cocktails is consistency. With these ready-made cocktails, you know that each drink will have the same great flavor.

With RTDs, you know exactly what you’re getting every time. The consistent quality and flavor ensure a satisfying drinking experience without any guesswork.

Ready-to-drink cocktails are a great option if you appreciate a well-made cocktail but may not have the expertise or patience to create one from scratch.

3. Cocktails for Every Taste Preference

Be it an Espresso Martini or a Mango Mule, there’s an RTD out there for you. The quality of RTDs have also increased in recent years, reaching standards perhaps never thought before.

The wide range of flavors and styles available means there’s something for everyone. Check out our article we wrote for International Canned Cocktail Day where we highlight some of our cocktail favorites.

4. Award-Winning Craftsmanship

As mentioned at the top of this article, Absolut had two products that were honored for at the Pre-Mixed & RTD Masters 2024 hosted by The Spirits Business.

Absolut & Sprite, the merging of two iconic brands, mixes smooth premium vodka with crisp lemon-lime soda. This RTD favorite took home a gold medal, while Absolut Strawberry Spritz, a delightful mix of vodka, sparkling water, and natural strawberry flavor, earned a well-deserved silver medal.

These recent awards are a testament to the craftsmanship that go into creating top-tier RTD cocktails.

5. Quality Cocktails at Home

A recent study reveals that 63% of Gen Z prefer to host at home rather than go out to bars. Therefore, serving RTDs are a win-win. You can impress your friends by serving great drinks at home without mixing drinks yourself. Cheers to that!

No need for a well-stocked home bar nor the need to purchase ingredients. Instead, you skip the crowds, save time and create great moments with friends over delicious RTD cocktails.

Want to see more of Absolut’s ready-to-drink products? Explore our products here.

Collaborations have always been a big part of Absolut. Absolut collaborations are celebrations of art, design, fashion, and music. But sometimes, we also celebrate places.  

Take, for example, our limited-edition Cities series where we’ve collaborated with artists, fashion designers and filmmakers to celebrate a specific city or country. With this series, our goal is to capture the essence of each location through the unique styles and visions of various artists. This results in a collection that truly celebrates the cultural richness and creativity of diverse places worldwide. 

Looking back while moving forward, in this article, we open our Collaboration vaults to revisit Absolut Chicago. 

A city brimming with culture 

Chicago is the third largest city in the United States, with a population of nearly three million people. Chicago is a vibrant melting pot of arts and culture, a city teeming with cultural richness that few places in the world can rival. 

The city is home to: 

• 60+ museums, showcasing world-class art, culture, and history 

• 36 annual parades  

• 40 annual film festivals  

• 74 music festivals  

• 200 professional dance companies 

• More than 200 theaters 

• 250 live music venues 

Digging deeper, Chicago is also the birthplace of house music, gospel, electric blues, juke, footwork, and drill. If those aren’t impressive credentials, we don’t know what are! The unique sounds born in this city continue to resonate globally. 

So, when we turned to Chicago for our Cities series, we wanted to wrap our bottle around that soul and be part of that crowd. 

A flavor for the people 

Launched in 2013, Absolut Chicago was a Limited-Edition Olive and Rosemary Flavored Vodka. Yes, you read it right – Olive and Rosemary Flavored Vodka. You could say that these flavors represent city classics like Chicago deep dish pizza and the Italian beef sandwich.   

Olives are often used in Chicago-style dishes like the Chicago Giardiniera while rosemary adds a fragrant touch reminiscent of the city’s rich Italian heritage. Together, these flavors capture Chicago’s diverse and flavorful food culture.   

Smooth and mellow with a well-balanced spiciness, Absolut Chicago is perfect for classics like the Dirty Martini.  While you’re here, be sure to explore our other flavored vodkas. 

Representing the community
Chicago is comprised of 77 unique communities, each with its own distinct personality and cultural flair. Community is a vital part of Chicago’s identity. 

For Absolut Chicago’s bottle design, we teamed up with Chicago-based online design community, Threadless. Pioneers in community-driven design and best known for their acclaimed T-shirt designs, the Threadless membership model routinely invites work from members, which is then voted on, with the winning designs produced. 

The top contribution for Absolut Chicago was made by Ross Bruggink, a humorous, creative, edgy and well-thought through design with local details for local appeal. 

“I wanted to represent iconic elements of Chicago (hot dogs, Ferris wheels, pigeons, theatre signs, etc.) while presenting the iconic nature of the architecture itself.” says Ross in his artist statement, “The result is a stylized cityscape incorporating architectural and iconic elements of Chicago.” 

You can learn more about Absolut Chicago limited-edition bottle below.  Visit Absolut Chicago

Absolut’s limited-edition Cities series is a prime example of our long-standing tradition of collaboration, rooted deeply in our brand’s essence.   

In the form of limited-edition vodka bottle releases, the Cities series showcases our partnerships with amazing artists, fashion designers, and filmmakers, serving as a tribute to incredible cities around the world.  

Our aim with every limited-edition bottle release is to capture the unique spirit of each city by incorporating the distinctive styles and visions of these artists, resulting in a bottle that pays homage to the cultural diversity and creativity found in various parts of the world. 

Be sure to explore all our collaborations. But now, we invite you to join us as we take a stroll down memory lane and revisit what was Absolut London. 

History in a Bottle 

In 2012, we released Absolut London, which was the seventh bottle in our limited-edition Cities series. The bottle was such a hit that it sold out almost immediately!

Designed in collaboration with one of the UK’s most famous and internationally renowned graphic designers Jamie Hewlett, the Absolut London limited edition vodka bottle is a visual celebration of the characters that have shaped the dynamic city of London throughout the years.  

Each character depicted on the bottle represents an iconic London look from different eras, capturing the essence of the city’s ever-evolving cultural tapestry.  

From the 18th-century dandy to the pinstripe-suited gent about town, the bottle pays homage to the historical and sartorial diversity that has defined London’s identity. 

The depiction of the swinging 60s chick and the punk rocker reflects the city’s rebellious and avant-garde spirit, while the rude-boy ska fan and the 80s-casual lad represent the subcultures that have emerged as integral components of London’s cultural landscape. These figures all symbolize the city’s ability to continually reinvent itself and embrace a wide array of styles and personas.  

Diversity is the Spirit 

More than just a bottle design, Absolut London encapsulates the ethos of inclusivity and acceptance that is synonymous with London. It serves as a visual reminder that, in London, everyone is welcome!  

In fact, did you know London is one of the most diverse cities in the world? Well, it’s true. 40 per cent of Londoners were born outside of the UK, and over 300 languages are spoken here.  

The limited-edition bottle embodies the city’s open-mindedness and welcoming nature, inviting individuals from all walks of life to share in the rich tapestry of London’s heritage and contemporary vibrancy.   

With its evocative design, the Absolut London limited-edition bottle not only pays homage to the city’s past but also celebrates the enduring spirit of diversity and unity that continues to define London today. Cheers to that!  

To coincide with the release of the bottle in 2012, we launched a microsite called “The Spirit of London”, which featured narratives about each character represented on the bottle and encouraged visitors to delve into London’s cultural legacy across different eras.  

Want to learn more about our Absolut London limited-edition bottle? Explore Absolut London here.

The most anticipated vodka launch of the year is here. We’re proud to present to you the 2024 Absolut Warhol limited-edition bottle. Absolut Warhol celebrates the legacy of collaboration between two historical icons, Andy Warhol and Absolut Vodka, mixing the past into the present.

Reignition Through Rediscovery 

Absolut Vodka, of course, has a long history of collaborating with artists and over 800 artworks have been created over the years based on the unique bottle silhouette. Check out some of them here. The first and most iconic collaboration was with Andy Warhol. 

In 1985, Warhol first created his own personal, artistic interpretation of the Absolut bottle silhouette as part of the Absolut Art campaign. Today, the original silk-screen painting ‘Absolut Warhol’ is considered iconic. Little did anyone know; it wouldn’t be the only collaboration between Warhol and Absolut. A second Warhol painting was rumored to exist but remained overlooked until Warhol’s ‘Absolut Blue’ was rediscovered in 2020. 

Now, we’re thrilled to bring the recovered Absolut ‘blue’ painting back to the public eyes. In collaboration with The Andy Warhol Foundation for the Visual Arts, Absolut is celebrating the rediscovered Warhol painting and using the bottle as a canvas to reignite the original collaboration, championing how the power of mixing people, ideas and identities through creativity can challenge convention. 

Another ‘Chance Meeting’ 

The rediscovery of the Absolut ‘blue’ painting and subsequent collaboration for the limited-edition Absolut Warhol bottle isn’t the only chance meeting between Andy Warhol and Absolut. 

There are many stories as to how Warhol came to work with Absolut. One is that he first spotted a bottle of Absolut Vodka across the bar in a famous New York nightclub. He was seduced by its apothecary-inspired bottle in the same way that other items in the grocery cart had caught his attention a decade earlier. Rumor has it that Andy even wore Absolut as a perfume. 

Bottle Design for Absolut Warhol 

The 2024 limited-edition Absolut Warhol bottle has a contemporary aesthetic which reveals a different design element from different vantage points with a multi-layered screen-printed design. The bottle combines both internal and external design components, bringing Warhol’s ‘Absolut Blue’ painting to life by the magnification from the Absolut Vodka within. 

The bottle also encompasses Warhol’s likeness, name and signature in addition to his exact interpretation of the iconic L.O. Smith medallion that appears on every bottle of Absolut Vodka. 

The Absolut Warhol bottle’s design elements feature a unique and immerse design with artistic blue brushstrokes that bring Warhol’s iconic painting to life, magnified by the Absolut Vodka liquid. In true Warhol fashion, every color is extracted directly from the original painting and made with multi-layer screen printing to create a hand-painted feeling to the touch. 

Introducing the Warhol Milk Punch 

The bottle also has a QR code on the back where you can access an immersive behind-the scenes experience that includes videos and a masterclass on how to make the new signature cocktail, Warhol Milk Punch. 

That’s right folks – you can learn how to make the Warhol Milk Punch at home. This specially curated cocktail is inspired by Andy Warhol’s infamous sweet tooth and his rumored taste for cornflakes. 

Warhol Milk Punch – a blend of Absolut Vodka and cocoa butter, smooth banana liquor, zesty lemon juice and cornflake-infused milk – goes beyond the classics to create a pour-and-serve experience that embodies the spirit of innovation and creativity. 

So, raise your glass and celebrate the release of Absolut Warhol! Experience more on Absolut Warhol here. 

Ah, Midsummer. One of the most glorious times of the year. Deeply rooted in Swedish culture, the celebration of Midsummer marks the long-awaited arrival of summer.  

While there are many things that make the Swedish Midsummer so wonderful, below are five essential ingredients, which, when mixed together, guarantee a Midsummer to remember: 

The Gathering of Friends and Family 

Midsummer marks the summer solstice, the longest day of the year. It also marks a time where many Swedes begin their long vacations. But more than that, Midsummer is a celebration of joy and togetherness, a day where friends and family, young and old, gather and enjoy the simplicity of each other’s company, while eating delicious foods and creating long-lasting memories. 

Being Out in Nature  

One of the most distinctive features of the Swedish Midsummer celebration is the emphasis on being outdoors, surrounded by the beauty of nature. Many people choose to spend the day in the countryside or in the archipelago, basking in the sun and enjoying the lush greenery. 

Many go out and pick fresh flowers, which they then use to make traditional flower crowns to adorn their heads. But that’s not the only flower tradition associated with Midsummer. According to folklore, if you pick and place seven different types of flowers under your pillow before going to sleep, you will dream about the person you will one day marry. 

Eating Delicious, Traditional Foods  

Midsummer is synonymous with an array of traditional Swedish delicacies. The celebration typically features a lunch buffet known as the “Smörgåsbord”, which includes a variety of traditional dishes such as pickled herring, new potatoes, cured salmon, and fresh strawberries.  

Oh, and let’s not forget Swedish meatballs – an absolute must-have at any Midsummer feast – and the traditional Midsummer cake (“midsommartårta”) consisting of strawberries and cream.  

The perfect accompaniment to Midsummer food is snaps. Therefore, no Midsummer would be complete without the tradition of drinking snaps and singing “snapsvisor.” The tradition is simple – everyone at the table raises an aquavit-filled glass and sings humorous “snaps-friendly” songs at the top of their lungs before sipping their glass and toasting “Skål!” 

Dancing Around the Maypole  

One of the essential Midsummer rituals is dancing around the maypole. The maypole symbolizes fertility and is adorned with vibrant flowers and greenery. It serves as the focal point for the traditional dancing.    

Mixing Great Drinks 

The taste of Elderflower is one of the most associated flavors with Swedish summer, which is why our pick for Midsummer cocktail is the Absolut Elderflower Collins. 

This cocktail captures the festive ambiance of Swedish Midsummer. Best yet, it’s easy to make and one that’s sure to impress friends and family. Simply combine Absolut Vodka, lemon juice, and elderflower cordial in a glass with ice. Then, top it off with soda water and garnish with a lemon wheel. Check out our recipe for Absolut Elderflower Collins here. 

Here’s to a wonderful Midsummer! Skål! 

Take in the festive spirit of Midsummer by watching Absolut’s Guide to Celebrating Swedish Midsommar. 

In the 19th century, L.O. Smith laid the foundation that inspired the creation of the well-known and successful Absolut vodka almost 100 years later. During the 1970s, L.O. Smith’s heritage was managed by Vin & Sprit (AB Vin- & Spritcentralen), the public company responsible for wine and spirit retail in Sweden. The factory operated by Vin & Sprit on Reimersholme, a small island in central Stockholm, is where L.O. Smith started his quest for an “absolutely pure vodka” in the 1870s.

In the 1970s, it seemed that the Swedes had lost their preference for strong spirits. At the state-owned liquor store Systembolaget, which had tried hard to change the country’s drinking habits through various campaigns, sales were dropping. Wine was presented as a better alternative, for example as the preferred choice of drink at dinner parties and similar occasions. In the early 1970s, a campaign known as “Spola kröken” encouraged people to stop drinking strong liquor completely.

Lars Lindmark, the CEO at Vin & Sprit, saw that Swedish spirit production was in trouble. He came up with the idea of exporting Swedish vodka to important markets like the USA. In America, vodka was considered a premium product that consumers were willing to pay for. Lindmark also realized that it would be crucial to have a sleek design and smart marketing to succeed in the highly competitive American market.

He contacted the legendary marketer Gunnar Broman at the advertising agency Carlsson & Broman. Carlsson & Broman had helped Lindmark during his time as chairman of the board at AB Pripps Bryggerier. They developed the Pripps Blå brand, which soon conquered as much as 40 percent of the Swedish beer market.

A new concept
Lindmark’s task was to develop a concept for exporting Swedish vodka. The bottle played a crucial role in the process. Gunnar Broman found the perfect model – a pharmacy bottle – in an antique shop in Stockholm’s Old Town. The connection to a pharmacy made sense. In the 16th and 17th centuries, vodka had been sold at pharmacies as medicine.

But how would they find their way into the American market? At a meeting with the leading creative team at the advertising agency Ayer in New York, Broman presented five different concepts. They went through lots of ideas; suggestions were made quickly and rejected even quicker. At the time, it was common to design premium bottles with an abundance of gold, silver and flashy decorations. Broman had something very different in mind: low-key, transparent and authentic. The see-through bottle with its unusual shape presented something fresh and new, and paradoxically drew the viewer’s attention through the product to the bartender or the store shelf behind. From a distance, a row of Absolute bottles would look like a vacuum.

Absolut vodka 1999. Source: The Absolut Company’s historic archive.
Another ingenious trick was to design the bottle as an old-fashioned ad. The product name on top as a headline, followed by a label with text about the history and traditions, printed directly on the bottle. Everything could be traced back to the absolutely pure vodka produced by L.O. Smith in the 1870s.

As a further detail, a portrait of L.O. Smith was added to the bottle in the form of a silver seal. The seal served as a reminder of the long traditions and the historical heritage. At the same time, it appealed to the Americans and their preference for a more decorative design.

There were also heated discussions about the name. The first suggestion, ”Absolute Pure Vodka”, was out of the question as an adjective like “absolute” could not be registered as a trademark in the USA. Instead the name was shortened to “Absolut”, which is the Swedish spelling. “Pure” could not be used either, also for legal reasons. The Swedish connection was strengthened by adding the slogan ”Country of Sweden” to the product name.

”Country of Sweden” ready for export
Finally, American importers had to be convinced. Peter Ekelund and Curt Nycander from Vin & Sprit reached out to the American advisor Joe Tomassi. They joined forces to persuade one liquor director at a time, but the impact was limited as they had neither vodka nor a finished bottle to show. Hans Brindfors, an employee at Carlsson & Broman, found a manufacturer outside Paris that produced an exclusive series of twelve bottles. Ekelund and Myron Poloner from Ayers went to New York, where they walked into liquor stores and asked if they could rearrange the shelves to see how the innovative bottles would look visually.

Finally Al Singer, the CEO of the small Carillon Importers company, showed interest in the offer. Carillon Importers was primarily known for marketing the French liqueur Grand Marnier. The Absolut marketing account was handed over to Carillon’s agency Martin Landy Arlow Advertising in New York. The new advertising agency requested major design changes, which in turn were refined by Lars Börje Carlsson, Gunnar Broman’s partner at Carlsson & Broman. “Absolut Vodka” was written in large and clear blue letters, and the accompanying slogan “Country of Sweden” added in elegant black font across the middle.

Manhattan success
In the spring of 1979, Absolut Vodka was launched at a trade fair in New Orleans. The new Swedish spirit shortly reached consumers on the American East Coast, and this is where the export success began. It also marked the turning point for the factory in Åhus, which had been shut down at this point. In April 1979, 700 crates, with a total of 6,300 liters of vodka, were shipped to Boston. The factory employees saw hope for the future and a sense of optimism spread among them. Over the next ten years, the factory tripled the number of employees.

Soon enough, Absolut created a buzz in Manhattan’s trendy cocktail bars. Many curious New Yorkers were keen to try an ”Absolut on the rocks”. If a bartender shook his head and said that he hadn’t heard of the new, exciting vodka from Sweden, it just helped to spark more interest. In December 1980, the bottle was awarded first prize from the Art Directors Club in New York – and what could be a better acknowledgment of a successful design? As the prize could only be given to an American agency, it was not received by the Swedish agency Carlsson & Broman.

Over the years, Absolut Vodka became Vin & Sprit’s signature product and the most popular foreign vodka brand in the United States. Thanks to the steadily increasing export, it was possible to build a new, modern factory in Åhus. The success also had a positive effect on the farmers in southern Sweden, whose autumn wheat crop provided the basis of the natural ingredients together with the spring water. At the same time, the marketing of Absolut Vodka continued to break new ground with adverts that sometimes reached cult status. An example is the iconic ad with a satellite image of Manhattan, where Central Park provided the outline of the bottle.

The rumor of the Absolut bottle made it to Studio 54 – the club where Carillon’s CEO Michel Roux used to spend time with his friend Andy Warhol. In 1985, Warhol decided to paint the bottle, and Absolut Warhol was presented in 1986. Warhol also encouraged artists like Keith Haring and Kenny Scharf to work with Absolut.

The collaboration between Absolut and more or less well-known artists marked the beginning of a completely new niche in marketing. The thought-provoking contemporary art resonated with completely new target groups. The initiative showed that it is possible to combine advertising and art. The Absolut Art Collection consists of over 850 significant works of art. It belongs to and is displayed by The Museum of Spirits foundation.

The phenomenon of Absolut vodka
The launch of Absolut Vodka is an important chapter in advertising and design history. It is also a great example of one of Sweden’s most successful exports. Many articles and essays have analyzed the phenomenon, and there are several interesting books on the subject. An example is Richard W. Lewis’ Absolut Book – The Absolut Vodka Advertising Story and the sequel Absolute Sequel, which takes a holistic approach to the history of marketing. Lewis was the creative director of the Absolut account at the TBWA advertising agency in New York for many years. In the book Värdet av konst – för människa, näringsliv och samhälle (The value of art – for man, business and society), Karolina and Erik Modig study how companies and society can develop through art, and the Absolut case is one of several case studies in the book. You can also read the fascinating story of L.O. Smith, the man behind the seal on the bottle, in Pelle Berglund’s extensive biography The vodka king: The story of L.O. Smith, published by Näringslivshistoria.

Absolut Vodka is a living and ever–changing brand with a solid history and traditions that go back to L.O. Smith in the 19th century. To learn more about the History of Vodka, click here.