Absolut has handed its apothecary-shaped bottle to KAWS, and the result goes on sale from 1 October. The Artist Edition carries the artist’s XX motif and his CHUM character, and it arrives for a limited time in more than 30 markets, the UK among them.
Craig Van Niekerk, Absolut’s VP of Marketing, says the brand wanted more than a famous signature on the label: “The best creative collaborations don’t just put two names on a label; they create an immediate visual disruption that stops you in your tracks.”
What does the bottle look like?
The design is inspired by a painting KAWS made specially for Absolut. CHUM and the XX motif sit on the front of the bottle, while the back shows an image of the original painting, which gives the bottle a second life as a small gallery piece. Van Niekerk says the pairing has given a familiar shape a fresh outlook: “By bringing his signature ‘XX’ motif and CHUM character to our bottle, KAWS has taken a canvas with a rich artistic heritage and given it a witty, unexpected twist.”
Who is KAWS?
KAWS is the Brooklyn-based artist Brian Donnelly. He grew up in New Jersey and spent his teenage years tagging trains and billboards downtown, which is where the KAWS name was born. His work now sits between fine art and popular culture, and it has been shown at institutions including the Serpentine Gallery in London and the Brooklyn Museum.
He says the project is a nod to the artists who came before him:
“I am excited to join the lineage of great artists that have worked with Absolut Vodka over the decades. Many artists I admire have been commissioned by the brand to create artwork for their iconic ads, and I’m grateful for the opportunity to add my work over the Absolut bottle itself, too.”
Why does Absolut keep turning to artists?
The habit began in 1985 with Andy Warhol’s Absolut Warhol, the brand’s first art advert. Since the 1980s, more than 550 artists have contributed over 850 artworks inspired by the bottle, and the collection has its own home at the Spritmuseum in Stockholm. More recently the brand has teamed up with household names such as Heinz and Tabasco.
For Van Niekerk, the KAWS edition follows the same instinct: “We believe art shouldn’t be confined to galleries and this visual disruption brings a piece of joyful, accessible pop culture right into people’s hands.”
KAWS sees the bottle as a way to take his work beyond the gallery wall:
“My goal is to allow art to meet people in unexpected places and I hope my bottles will be enjoyed at gatherings around the world.”
When and where can you buy it?
The ABSOLUT KAWS Artist Edition bottle is available for a limited time from 1 October 2026 across more than 30 markets, including the UK and Germany. Price and availability are listed here.
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