As part of its extensive marketing campaign for Absolut Vodka, Irish Distillers Pernod Ricard has announced its sponsorship of the Visual Arts Programme of the internationally renowned Galway Arts Festival. To mark the commencement of this new relationship, an exhibit from the Absolut ART Collection will be featured in this year’s Visual Arts show at the festival.
Over the years Swedish Absolut has gone from fashionable vodka to pop art icon, to becoming one of the largest selling spirits brands in the world. Originating with Andy Warhol in 1985, the Absolut ART Collection has involved over 350 artists worldwide, leading to a multimillion euro art collection spanning over 400 pieces.
Commenting on the sponsorship, Brendan Buckley, head of vodka marketing at Irish Distillers Pernod Ricard, said: “Our sponsorship of the Visual Arts Program reinforces our expansive relationship with the creative community and illustrates how Absolut continues to foster creativity both among up-and-coming and established artists.
“Absolut is the fourth largest spirit brand in the world and the largest selling premium vodka brand. Since our acquisition of Absolut last year, we have invested in a marketing and commercial strategy which is now beginning to make major inroads into the Irish market. Sponsorship of the Visual Arts Programme in the Galway Arts Festival is only one of a number of high-profile activities being undertaken this year to grow the brand in Ireland,” Buckley added.