Already known for its artistic collaborations, Absolut Vodka is stepping out from behind the bar and getting into the business of dealing directly in art. (Nicely framed Niamh.)
Recently launched in the US, Absolut Art is an online platform for the sale of original artworks, specially created for Absolut. Individual pieces go for between $130 and $10,000 and arrive pre-framed within 48 hours.
The decision to launch an online art marketplace wasn’t such a stretch for Absolut. Nahema Mehta, CEO of Absolut Art comments, “Art felt like the most natural extension of the brand. It didn’t feel forced – we had the thread, and we just moved it to the next phase.” It’s a move that shows how the vodka is aiming to become a lifestyle brand, by embracing a truly artistic spirit.