ABSOLUT® celebrates London’s creativity

In February 2012, the world’s most iconic vodka launches ABSOLUT® LONDON, the biggest and most high profile city series edition ABSOLUT has ever released. The latest limited-edition from ABSOLUT is a collaboration with one of the UK’s leading graphic artists, Jamie Hewlett.  ABSOLUT LONDON celebrates the vibrant cultural city, capturing London’s creativity and rich style heritage in a unique bottle design which goes on sale in Selfridges and Harvey Nichols on 1st March 2012 (RRP £20.99).

Back of bottle design

Designed by London creative and visionary Jamie Hewlett, the bottle is a unique take on London’s style and fashion pioneers over the past 200 years. Set against a London backdrop, the bottle introduces key characters from the past who have influenced and shaped London’s present fashion scene. The seven characters encapsulate the city’s diverse heritage, spanning the ages from Dickensian and 18th Century Dandy, through to Pinstripe gent, 60’s chick, SKA, Punk and  80’s Casual.  

“London has such a fascinating and rich history which has inspired me over the years. For ABSOLUT London I chose to re-create 7 iconic characters from different eras who are largely defined by their style as well as their impactful contribution to London’s culture at the time.” says Jamie Hewlett.

To celebrate the launch, ABSOLUT will be offering consumers the chance to win one of 50 bottles via Instagram from the 9th of Feb. There will also be the chance to buy one of only 50 unique ABSOLUT London collectors gift packs, which go on sale on 22nd March. More information can be found here.

In the late 1980’s ABSOLUT® VODKA launched its ‘Cities’ advertising campaign with a wink and a nod to the intrinsic flare and historical heartbeat of what makes each city special.  In 2007, the brand brought the ‘Cities’ campaign to life with the launch of ABSOLUT® NEW ORLEANS, followed by ABSOLUT® LOS ANGELES in 2008, ABSOLUT® BOSTON in 2009, ABSOLUT® BROOKLYN in 2010 and ABSOLUT® SAN FRAN in 2011. ABSOLUT LONDON is an exciting edition to the collection, the first to launch in Europe.

With the impending Diamond Jubilee and Olympics, 2012 is an iconic year for London and ABSOLUT London celebrates the very essence of what has made London one of the most influential and cultural diverse cities in the world.  

“Jamie Hewlett is one of London’s influential creative visionaries and has really captured London style, past and present in his design.  This is the first time ABSOLUT have released a London City Edition and there couldn’t be a better year to celebrate London’s creativity and the people who have made London so iconic,” says Adam Boita, Marketing Manager, Pernod Ricard UK.

Front of bottle design

The ABSOLUT London campaign will be brought to life with the launch of a specially designed micro site ‘The ABSOLUT Spirit of London’ in April. The micro site will take users on a journey of London with an ABSOLUT twist, allowing users to discover amazing facts based around the characters and London’s cultural heritage.

In addition to discovering what makes the characters iconic and pioneering, the site also offers users a chance to compete in competitions, testing their knowledge of each characters cultural era. By completing the tasks users will be in with the chance of winning some unique prizes, with an ultimate prize of signed Jamie Hewlett artwork up for grabs for anyone who can complete the final task. To take part and find out more go here.

To celebrate the launch, a special behind the scenes film will be released which takes people on the journey behind the bottle creation, from Hewlett’s initial sketches through to its production in Sweden. Featuring a rare interview with Jamie Hewlett, the film lifts the lid on his creative design process and the creation of ABSOLUT LONDON. The film will be available to view on their Facebook.

ABSOLUT London will go on general release from 2nd April, RRP £17.89.  

ABSOLUT London Signature Cocktail

ABSOLUT Bloody London

  • 50ml ABSOLUT London
  • 4 dashes of Worcestershire sauce
  • A small tea spoon Marmite
  • A small tea spoon English mustard (Colmans)
  • A small tea spoon HP Sauce
  • The juice of half a lemon
  • 2 dashes Tabasco or to taste
  • 200ml Tomato juice
  • Pinch of salt & pepper
  • Lemon wedge & long slice cucumber to garnish

If you’re feeling fancy rim the glass with Pepper before building your ABSOLUT Bloody London. Simply moisten the rim of the glass with lemon juice then dip the rim in freshly ground pepper.

Pour the ABSOLUT London, Worcestershire Sauce, English Mustard, Marmite and HP Sauce into your ABSOLUT London glass. Use a bar or long spoon and stir with vigour until the ingredients are well combined. Squeeze in the juice of half a fresh lemon and tabasco to taste depending on how spicy you’re feeling. Fill your glass with tomato juice, add a pinch of salt and pepper and give it another good stir. Garnish with a lemon wedge and a long slice of cucumber.