ABSOLUT® Collaborates with Emerging Artists to Transform the Streets of San Francisco into an Interactive Outdoor Art

 ABSOLUT® Collaborates with Emerging Artists to Transform the Streets of San
             Francisco into an Interactive Outdoor Art Exhibition

More than 15 Emerging Artists Turned the Ordinary Features of Divisadero
Street into an Extraordinary "Open Canvas" Aesthetic Experience

PR Newswire

SAN FRANCISCO, Aug. 26, 2013

SAN FRANCISCO, Aug. 26, 2013 /PRNewswire/ --This weekend, more than 15
emerging artists transformed Divisadero Street (between Hayes and Grove) into
a public interactive art exhibit as part of ABSOLUT's Open Canvas initiative.
From coast to coast, ABSOLUT is inspiring creative risk-taking by
collaborating with, and empowering, local artists to transform entire street
blocks into art pieces. The initiative first launched in Williamsburg,
Brooklyn, New York earlier this summer and is now available for local San
Francisco passers-by to interact with and enjoy through Sunday, September 1.

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Transforming the Ordinary to Extraordinary
The Divisadero Street (between Hayes and Grove) transformation began August
12, when building facades became stark white canvases featuring a message to
the public that read, "The Future is Yours to Create," and a date 8.24.13. On
Saturday, August 24, the collective artists involved pushed the bounds of
creativity, by sharing their respective artistic marks on the street while
locals interacted with and experienced the free outdoor art exhibit.

"We're excited to bring the Open Canvas initiative to the West Coast by
creating a free outdoor art exhibition for the local San Francisco community
to experience," said Maxime Kouchnir, Vice President of Vodkas at Pernod
Ricard. "By collaborating with 15 celebrated artists, many of whom are local
to San Francisco, we can continue to empower not only the art community but
people everywhere to transform the present and future by taking risks every
day."

Through September 1, the San Francisco community is invited to experience
ABSOLUT Open Canvas and interact with the creativity that surrounds them,
including:

  oOLEK. Known for being a fashion rebel, her piece, "Money Won't Love You
    Back," includes crochet, rainbow camouflage and framed insets.
  oLele Saveri. Founder of the art publishing collective 8-Ball Zines, Lele
    created a Zine library installation in collaboration with local artists,
    bookstores and publishers, including San Francisco's own Colpa Press.
  oMichael Krouse. Native to San Francisco, Michael's work, "1 Big Tree, 1000
    Little Trees 2013" includes transforming one tree with 1000 tree-shaped,
    pine-scented air fresheners.
  oHenry Taylor. A Los Angeles–based painter, "Henry's Family Reunion," a
    series of acrylic painting depicting a gathering of Henry's actual family
    and passerbys that become like family.
  oDaniel Arnold. Armed with his cellphone, Instagram account and the
    internet, his "Self Portrait: San Francisco 2013" comes to fruition.

"I'm really proud to be a part of ABSOLUT's Open Canvas initiative and to
celebrate my hometown of San Francisco in such a unique way," said Michael
Krouse, participating artist and long-time San Francisco local. "From the
beginning, ABSOLUT gave us free reign to interpret and present our creative
take on the belief that 'The Future is Yours to Create', giving us the
opportunity to share our personal view on what it means to look towards the
future."

Collaborating artists participating in ABSOLUT's Open Canvas San Francisco
include: Alicia McCarthy, Aurora Halal, Brian Sharp, Daniel Arnold, Darren
Bader & Jesse Willenbring, David Benjamin Sherry, Henry Taylor, Jennifer West,
Jenny Sharaf, Jerry Hsu, Joe Roberts, Lele Saveri, Michael Krouse, Mat
O'Brien, Mateo Tannatt, Matthew McGrath, OLEK, Tofer Chin.

The initiative also includes poster artists such as: Asger Carlsen, Bevin
McNamara, Blaise Cepis, Chris Shaw, Jason Nocito, Tim Barber, Kyle Brunel.

Complementing a Rich Creative History
Open Canvas celebrates the first iteration of ABSOLUT's TRANSFORM TODAY™
global initiative, set to launch this fall. TRANSFORM TODAY, the brand's new
global campaign, will feature a collection of experiences, stories and
products designed to catalyze ABSOLUT fans to embrace positive creative risk
taking in their lives and realize that the future is not a given – it's yours
to create.

ABSOLUT's history of collaborating with artists to tell their story through
the lens of the bottle is engrained in the brand's DNA; from Andy Warhol's
first commission in 1985 to TRANSFORM TODAY.

Visit www.absolut.com/opencanvas to experience Transform Today.

Check out Open Canvas Williamsburg, Brooklyn in New York here.

About ABSOLUT
ABSOLUT VODKA has been committed to developing innovative flavors since the
introduction of ABSOLUT PEPPAR in 1986, its first flavored vodka. Since then,
ABSOLUT has continued to bring a unique twist to common flavors with products
such as ABSOLUT® MANDRIN®, ABSOLUT® CITRON, ABSOLUT® KURANT®, ABSOLUT®
VANILIA, ABSOLUT® RASPBERRI, ABSOLUT® APEACH®, ABSOLUT® RUBY RED, ABSOLUT®
PEARS, ABSOLUT® MANGO, ABSOLUT® BERRI ACAI, ABSOLUT® WILD TEA, ABSOLUT® ORIENT
APPLE, ABSOLUT® GRAPEVINE and ABSOLUT© CHERRYKRAN.

About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the
largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more
than 18,000 people worldwide and is listed on the NYSE Euronext exchange
(Ticker: RI). The company's leading spirits and wines include such prestigious
brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single
Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlua® Liqueur,
Beefeater® Gin, Plymouth™ Gin, Seagram's Extra Dry Gin®, Martell® Cognac,
Hiram Walker® Liqueurs, Pernod®, Ricard® and Avion™ Tequila (through a joint
venture with Tequila Avion); such superior wines as Jacob's Creek® and
Brancott Estate®; and such exquisite champagnes and sparkling wines as
Perrier-Jouet® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.

Pernod Ricard USA is based in Purchase, New York, and has roughly 850
employees across the country. Pernod Ricard USA urges all adults to consume
its products responsibly and has an active campaign to promote responsible
drinking. For more information on this, please visit:
www.acceptresponsibility.org.

David Benjamin Sherry created 'Winter Storm in Zion Canyon' in collaboration
with ABSOLUT's Open Canvas Initiative, on display on San Francisco’s
Divisadero Street (between Hayes and Grove) through Sunday, September 1.



ABSOLUT's Open Canvas transformed Divisadero Street in San Francisco to
inspire creative risk taking as part of new TRANSFORM TODAY campaign.

Video with caption: "ABSOLUT Open Canvas San Francisco Time Lapse Video."
Video available at:
http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/FX-MM65264-20130826-1.mp4

Image with caption: "David Benjamin Sherry created 'Winter Storm in Zion
Canyon' in collaboration with ABSOLUT's Open Canvas Initiative, on display on
San Francisco's Divisadero Street (between Hayes and Grove) through Sunday,
September 1." Image available at:
http://photos.prnewswire.com/prnh/20130826/NY69461-a

Image with caption: "ABSOLUT's Open Canvas transformed Divisadero Street in
San Francisco to inspire creative risk taking as part of new TRANSFORM TODAY
campaign." Image available at:
http://photos.prnewswire.com/prnh/20130826/NY69461-b

SOURCE ABSOLUT

Contact: Lauren Nodzak, Pernod Ricard, Lauren.Nodzak@pernod-ricard.com,
212-372-5345, or Gillian Kushner, Weber Shandwick,
gkushner@webershandwick.com, 212-445-8417
 
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