Bombay Sapphire is releasing its first special edition bottle in the Canadian market – and to do so, it’s collaborating with the estate of an iconic American artist as part of its ongoing mission to “Stir Creativity.”

The new bottle, which falls under the aforementioned platform launched by the brand almost five years ago, pays homage to the late neo-expressionist artist, Jean-Michael Basquiat and features one of his own works, Untitled (L.A. Painting), which has only been displayed to the public once.

Selecting and showcasing that piece of art in particular plays to one of the core missions of the brand under “Stir Creativity,” according to James Fisher, senior brand manager for Bombay Sapphire with Bacardi.

“It was key for us to work with the [Basquiat] estate to make sure we were bringing to life and showcasing some of his rarely seen work, as part of our mission of providing accessibility to art and showcasing it in a unique way,” he explains. “And it was important for us to showcase this work in the best possible way in terms of design and layout.”

To showcase the piece, the brand has printed it directly on the bottle – avoiding the plastic wrap or other packaging that is often used to display art in the CPG space – something that helps represent the work “in the best possible light,” says Fisher, while also being sustainability-forward.

Untitled (L.A. Painting) was selected by Bacardi from among the options presented specifically because it offered a unique opportunity. The artwork not only features motifs that would become common and instantly recognizable in Basquiat’s later works – the crown, the bird and the skull – but also “that lovely hue of blue that’s so reminiscent of the Bombay blue,” says Fisher. “It was an easy decision, at the end of the day.”

The new bottle is launching in Quebec at the SAQ, as well as in Western Canada – B.C., Alberta and Saskatchewan. Marketing is “case-by-case” based on regulations in individual provinces, but Fisher says the brand will be showcasing this bottle in a big way out west where end-of-aisle displays and other shopper-side efforts are less restricted. In many ways, though, the bottle speaks for itself: “It definitely will pop off the shelf and really stand out in store when you’re walking through the gin aisle,” Fisher says.

The brand is supporting the release with a “very robust” media and digital campaign, running over the next four to six weeks, that is running across the brand’s own digital and social platforms as well as those of other online publishers, Fisher explains. Bombay Sapphire and the Basquiat Estate have also developed a signature cocktail for the limited edition, called the King Meets Queen, and is collaborating with influencer Loyd Von Rose of “Drink Masters” fame “to build education for Canadians around the release and how to make the signature cocktail at home.”