Move aside event partnerships … Madonna’s new album Confessions II will have an Official Vodka Partner when it’s released on July 3.
Absolut has partnered with Special Offer, the design team behind Confessions II’s visual identity, to unveil Absolut Icon.
Shot in 2026 by photographer Ricardo Gomes, the ad features Madonna wearing the iconic purple corset bodysuit originally worn during her 2006 Grammy Awards performance and in the “Sorry” music video, uniting two cultural icons in a
contemporary homage to art, fashion, music and self-expression.
Madonna said: “Confessions II is rooted in the idea of the dance floor as a ritualistic space where people can
express themselves freely and connect with one another.
“Absolut shares that spirit. Together, we’re creating experiences that encourage people to put down their phones, be present in the moment, and rediscover the joy of connecting through music and dance.”
The partnership continues Absolut and Madonna’s decades-long advocacy for the LGBTQ+ community. The new Absolut Icon creative will be placed in publications that support the queer community, a nod to Absolut’s landmark 1981 advertisement in The Advocate and along Pride parade routes around the United States.
Absolut will also donate to long-time partner GLAAD, underscoring the brand’s continued commitment to championing LGBTQ+ advocacy and inclusion.
Pernod Ricard USA Vice President of Marketing Caroline Begley said: “Madonna continuously moves culture forward through fearless self-expression, making this partnership feel both incredibly authentic and deeply meaningful for Absolut.
“The release of Confessions II is a cross-generational milestone and we’re here to add some heat to the occasion with bold
Absolut Tabasco cocktails and spicy dance floor moments.”
Absolut and Madonna have also curated cocktails built around Absolut Tabasco, a new release that fuses Absolut’s vodka and the legendary hot sauce brand. They include:
- Absolut Madonna: Spicy Lemon Drop Martini made with ABSOLUT TABASCO for a fiery flair on Madonna’s favourite cocktail
- Absolut Hot Sauce: Spicy take on a Vodkarita inspired by a new Confessions II track
- Absolut Confessions Cosmo: Cosmopolitan that’s just as vibrant in color as the album artwork
- Absolut Ex-spresso Yourself: Espresso Martini for grooving on the dance floor.