In the early 1980s, Absolut Vodka developed their classic style of advertising, making use of the iconic design of the vodka bottle itself. In 1986, Andy Warhol created the first of many commissioned artworks to be used in Absolut Vodka's advertising campaigns. From 1986 until 2004, Absolut Vodka maintained and developed a tradition of working closely with artists all around the world. The 850 artworks commissioned by Absolut Vodka were deemed an important part of Sweden's cultural heritage and so were entrusted to the care of Spritmuseum in Stockholm. 70 selected works from the collection are now to be displayed to the public for the first time at Spritmuseum in Stockholm in an exhibition entitled Face it!