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Absolut launches Absolut Mexico

Absolut Vodka has turned to “spirit of Mexico” for its new limited edition – Absolut Mexico.

Dr Lakra, alias of Jeronimo Lopez Ramirez, a contemporary artist and tattooist, has collaborated with Absolut to pay homage to Mexican culture and the country’s multicultural heritage.

Absolut has a long history of creative collaborations and has previously worked with director Spike Lee to produce Absolut Brooklyn.

For this project, Dr Lakra has created three modern bottle designs that “celebrate the spirit of Mexico”, featuring a trio of icons from ancient Mayan culture – Hurakan (hurricane), Kukulkan (serpent) and Balam (jaguar).

The labels are a fusion of ancient icons and modern art, brought together to represent contemporary Mexico. The bottles’ colours, in shades of orange, green blue and yellow, were designed as collectors’ art pieces as well as being bottles of Absolut.

This mirrors one of the brand’s latest releases for travel retail, Absolut Unique, in which four million bottles were each given a different design.

“For Absolut Vodka, no one was a better choice for our collaboration than Dr. Lakra, with his technique of weaving in the design of existing objects, and in this case, an Absolut Vodka bottle,” said Maxime Kouchnir, vice-president, Vodkas, Pernod Ricard US.

“Absolut Mexico aims to further inspire cocktail lovers with the Absolut brand, connecting the versatility of our vodka to the vibrant Mexican culture, which this design’s stunning effect does perfectly.”

Absolut have suggested some signature Absolut Mexico cocktails:

Absolut Sueca –
1 part Absolut Mexico
3 parts pineapple juice
1 wedge of lime

Absolut Limonero –
1 part Absolut Mexico
3 parts lemonade
1 wedge of lime

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