In conversation with Deb Dasgupta

“Art and creativity aren’t just part of Absolut’s story, they are Absolut’s DNA.”

 - Deb Dasgupta

Debase Dasgupta. Image courtesy of The Absolut Group.

Absolut Vodka celebrated the launch of its Keith Haring Artist-Edition bottle with a public art takeover, transforming London’s Charing Cross station into “Haring Cross” on 17–18 September. The two-day installation brought Haring’s bold, iconic artwork out of galleries and into public spaces, reflecting both the artist’s and the brand’s belief that art should be accessible to all.

We spoke with Deb Dasgupta, Absolut’s Vice President of Global Marketing, about the brand’s four-decade history of artist collaborations, the significance of placing art in public spaces, and where Absolut’s cultural journey is headed next.

Absolut has a 40-year history of artist collaborations, starting with Andy Warhol in 1985 and Keith Haring the following year. Why have artist partnerships been such a critical part of Absolut’s DNA?

Art and creativity are Absolut’s lifeblood. From the very beginning, we’ve believed Absolut is not just a bottle of vodka - it’s a canvas, a point of view, a way to reimagine culture.

When Andy Warhol painted the Absolut bottle in 1985, he didn’t just redesign packaging, he reframed it as pop culture. A year later, Keith Haring infused it with his bold, joyous energy, turning it into a symbol of community and connection. Since then, over 550 artists have used our silhouette to tell stories, provoke thought, and ignite dialogue far beyond the world of vodka.

That’s the magic of Absolut: it doesn’t just sit on a shelf, it sits at the centre of culture. The new Absolut Haring Artist Edition is exactly that: a reawakening of his 1986 works, reimagined for a generation that expects brands not just to sell, but to stand for something.

Absolut Vodka takes over Charing Cross Tube station in bold tribute to Keith Haring’s iconic Absolut artwork. Image courtesy of The Absolut Group.

For two days this week, Charing Cross station becomes “Haring Cross.” Why was it important to bring this cultural moment into such a public, everyday space rather than a gallery and what can visitors actually expect to find when they step into the station?

The heart of this project was a belief Absolut and Keith Haring have always shared, that art is for everybody. Haring once turned New York’s subways into his gallery; his chalk drawings were like social media before social media even existed. His work brought hope, joy, and connection right into the bustle of daily life, instead of being hidden behind velvet ropes.

With Haring Cross, we brought that same spirit to London’s Underground, art that was free, open, and impossible to miss. For 48 hours, a station most people rush through without a second thought was transformed into a cultural playground. Commuters stumbled upon two of Haring’s original Absolut paintings, shown in the UK for the very first time, surrounded by immersive graphics that wrapped the station in his unmistakable energy. And in true Haring fashion, they could even rip posters straight off the wall and take a piece of it home.

For us, it was never just about a bottle, or even an artist. It was about turning the everyday commute into a cultural jolt - one that surprised, lifted, and reminded people that creativity belongs in the streets, in the subways, in the shared spaces where life really happens.

Keith Haring’s work first appeared on an Absolut campaign nearly four decades ago. What makes Haring such a powerful fit for the brand today, and what do you hope this new artist-edition bottle communicates to a new generation?

Haring was democratising art before Instagram made it a thing. His lines were joyful, defiant, wildly human, pulsing with energy and connection in the middle of everyday life. Nearly 40 years on, that spirit feels more urgent than ever. In a world that’s louder, faster, and more fragmented, his belief that art is for everybody and that creativity can bring us together couldn’t be more powerful.

The Absolut Haring Artist Edition isn’t just a bottle, it’s kinetic art. A spark you can hold in your hand, an invitation to mix, to move, to express, to connect, to believe, like Keith did, that creativity can change the world - one bold line, one bright colour, one shared moment at a time.

Absolut Vodka takes over Charing Cross Tube station in bold tribute to Keith Haring’s iconic Absolut artwork. Image courtesy of The Absolut Group.

You’ve built a career that spans cultures and continents, from your early inspirations in Kolkata to leading global brands today. How does that breadth of experience influence the way you’re shaping Absolut’s story now?

I grew up in Kolkata, where creativity and storytelling weren’t hobbies, they were the cultural fabric of everyday life. That early exposure fuelled my imagination, and later, living across cities, cultures, and continents gave me the privilege of picking up nuances and stories that have shaped how I build brands. I’ve been fortunate to work on some of the world’s most iconic brand - from Lakmé, woven into generations of Indian women’s lives, to Pepsi, a true youth culture shorthand, to Absolut, where creativity has always been our lifeblood. Across all of them, the approach has been the same: stay a student of culture, and tell stories that feel relevant, resonant, and reimagined for today.

Because at the end of the day, brands are nothing but beautiful stories wrapped in context, and delivered with emotion. And when you do that well, those stories stop belonging to the brand, and start belonging in culture. That’s the lens I bring to Absolut, keeping creativity as our lifeblood and making sure the brand’s stories feel alive, relevant, and in sync with culture today.

Looking beyond Haring Cross, how do you see Absolut’s legacy of artist collaborations evolving in the years to come?

Art and creativity aren’t just part of Absolut’s story, they are Absolut’s DNA. When Andy Warhol painted the Absolut bottle in 1985, he didn’t just paint our bottle, he painted Absolut into pop culture. That moment opened the door to over 500 artists, creating more than 850 works that today live in the Spritmuseum in Stockholm, one of the world’s largest brand art collections.

But while the past is a treasure trove, its important to keep adding new chapters to it. At Absolut, while we’ll always honour the icons - Warhol, Haring, and others, we’re equally committed to collaborating with fresh voices, bold perspectives, and artists who are shaping the cultural dialogue of today. For us, it’s about creating cultural moments that live far beyond the bottle, moments that open minds, spark conversations, and keep Absolut’s creative spirit alive for the next generation.

Absolut Vodka takes over Charing Cross Tube station in bold tribute to Keith Haring’s iconic Absolut artwork. Image courtesy of The Absolut Group.

The [Quick] #FLODown:

Best life advice?

Stay curious, stay humble, and stay playful. The moment you think you have all the answers, you stop seeing the magic in the questions.

Last song you listened to?

Break My Soul by Beyoncé - because sometimes you just need a reminder that resilience can have a beat.

Last book you read?

Surrounded by Idiots by Thomas Erikson - a witty reminder that understanding people is half the battle, whether in life or in leadership.

Can’t live without…?

Stories. Whether it’s a book, a film, a song, or a conversation over cocktails, stories are how I make sense of the world.

What should the art world be more of and less of?

More accessibility, less exclusivity. More joy, less jargon. At its best, art doesn’t whisper behind velvet ropes, it shouts, sings, and connects in the places where life actually happens.

Website: absolut.com

Instagram: @absolutvodka

LinkedIn: the-absolut-group/ debasree-dasgupta