NO LABEL

In a world free of prejudice, there are no labels. A utopia,
perhaps. But also a marketing strategy. Through
cooperation with artists, fashion designers and musicians,
Absolut Vodka has used diversity as a way of selling
vodka.
Absolut Vodka was advertising in magazines with a gay profile by
1981, long before other commercial enterprises jumped on the
diversity bandwagon. An LGBT-friendly approach has been a
constant throughout the company’s history.
No Label shows how the iconic – and empty – bottle shape has
been filled with meaning to fit the target demographic and
communicate the desired message. Local artists and AIDS
activists for Absolut Statehood, the collapsing Soviet Union and
the end of the Cold War for Absolut Glasnost, African-American
artists for Absolut Heritage and Absolut Expressions, and
underground musicians for Absolut Tracks.
After the fact, it may well look like nothing more than a cynical
strategy, a way of reaching well-heeled groups engaged in
breaking down barriers and shattering glass ceilings. And yet it
involved taking a stand that wasn’t obviously required in order to
keep selling vodka.
No Label is based on the Absolut Art Collection, which includes
850 works by 550 artists. The collection has been owned and
curated by the Museum of Spirits since 2008. The artworks were
the basis of global advertising campaigns for Absolut Vodka.
Andy Warhol was the first artist out of the gate, and he
established the image of the vodka bottle as a fusion of celebrity,
product and cultural capital. Despite the penchant for
marginalised groups, glamour and star power have always
played an equally strong role.

 

LUNCH
Monday – friday 12.00 pm  – 2.30 pm
Saturday – sunday 12.00 pm  – 3.00 pm

DINNER
Tuesday – saturday 6.00 pm – 10 pm
(last table reservation 8.00 pm)

 

Tastings

We offer a range of wine tastings, but you can also choose among exciting new offers such as ”Flavours of Sweden”, ”Swedish whisky” and ”crafter”.

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Absolut Art Collection

Absolut Art Collection, in the care of Spritmuseum since 2008, consists of 850 works of art created by 550 artists between the years 1986—2004.

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Museum of Spirits is situated on the island of Djurgården in Stockholm.

To Google Maps

“Sweden: Spirits of a Nation” is Spritmuseum’s major exhibition, focusing on the Swedes’ bittersweet relationship to alcohol. The exhibition is designed as a walk through the seasons of the year, given shape through sceneries, scents, tastes and music.

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It all got started back when things had gone straight to hell. Having recently been dumped, and sitting on the train from Uppsala, Martin Kellerman drew himself as a dog with a noose around his neck. Who would have believed this would be the start of one of the widely read comic strips in Sweden?

Now Rocky has moved in to the Museum of Spirits, furniture and all. He brought his kitchen, his studio, his country cottage and his friend Igge’s living room – settings familiar to anybody who has followed Rocky over the years.

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A New Reason to Go to a Museum? The Food!

Seven of the best spots around the world that go beyond cafeteria-style dining.

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No Label

In a world free of prejudice, there are no labels. A utopia, perhaps. But also a marketing strategy. Through cooperation with artists, fashion designers and musicians, Absolut Vodka has used diversity as a way of selling vodka.

Read more