Absolut Absolut

Jetzt zu sehen20. Mai 2026 – 26. März 2028·190 kr

A spectacular advertising story: how a Swedish state enterprise made Absolut Vodka a global icon, told through some 90 bottles, 130 ads and a robot-run cocktail bar.

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In the 1970s adman Gunnar Broman found a pharmacy bottle in an antique shop in Gamla stan. It became the Absolut bottle, launched in 1979, and the star of more than 1,500 ads built on one idea: the bottle and two words.

You walk through the decades as the walls shift around you, from 1970s state company to 1980s nightclubs. There are about 90 bottles, 130 ads, the physical models built for the photo shoots, and work by Andy Warhol and Keith Haring. The ads barely ran at home, where alcohol advertising had just been tightened, so Sweden owned a brand as famous as Coca-Cola and hardly saw it advertised.

The museum calls the show a tribute to 80s and 90s advertising, and it raises the catch: progressive values, used to sell alcohol. It comes with the 190 SEK ticket, plus a free 10 to 15 minute intro tour hourly from 11:30 to 19:30, and a robot-run bar mixes the classic cocktails, with or without alcohol. Open until 22:00.

Nicht verpassen

The robot-run cocktail bar
Order one of the classic cocktails that built the brand abroad, mixed by robots, with or without alcohol.
The models built for the photo shoots
Look for the physical models that were made to be photographed for the ads, shown next to the finished campaigns.
Every bottle Absolut made
About 90 bottles, covering every bottle model the brand has released, starting from a shape copied off an old pharmacy bottle.
The moving walls
The room changes as walls slowly shift around you, carrying you from 1970s state-company culture through 1980s nightclubs to today's digital spaces.
Stockholm Design Lab's redesign
SDL's work on the bottle after Pernod Ricard bought Absolut in 2008, reworking its material, colours and typography.