Created in celebration of 21 years of Anime Expo, featuring Murasaki and the tentacle (Tentacle Grape [link]
), MAX (Danny Choo for Anime Expo), and AX's little mascot cat and bunny characters.
AX will be giving away commemorative bottles of Tentacle Grape soda featuring this image at their Lounge 21 event ([link]
). I think they're handing out promotional flyers with the artwork too.