Bacardi has partnered with the family of Jean-Michel Basquiat to showcase the deceased New York artist’s work on a limited edition pack for gin flagship Bombay Sapphire.
The bottle, which is on sale in unspecified US markets from this week, features Basquiat’s ‘Untitled [LA Painting]’. The activation, which forms part of Bombay Sapphire’s ‘Sir Creativity’ campaign, runs alongside the brand’s sponsorship of an exhibition of Basquiat’s works in New York City.
Basquiat died of a drug overdose in 1988, aged 27.
The art-themed tie-up marks Bacardi’s third ‘Special Edition’ bottle for Bombay Sapphire, following Hebru Brantley in 2020 and Steven Harrington last year.
Earlier this month, the brand owner recruited filmmaker Baz Luhrmann as “creative director” for the gin.
According to IWSR Drinks Market Analysis, Bombay Sapphire was the second-largest gin brand in the Global Travel Retail channel last year, entering the analyst’s Top 50 at number 14, one place behind Diageo’s Gordon’s.
