Absolut gives sustainability a new twist

Absolut vodka bottle

Absolut has launched its 2021 limited-edition bottle. Made of 60% recycled glass, it is Absolut’s most sustainable glass bottle to date.

The launch is supported by media, PR and influencer activity.

The design is blue in colour and made of 60% recycled glass, highlighting the importance of sustainability and circular packaging. The design also includes 16 swirls embossed into the glass, which have been inspired by moments of togetherness, whether that be in spirit or in real life, as well as the swirling motion found when stirring cocktails.

The limited-edition bottle follows news of Absolut rolling out its prototype Paper Bottles. Made of recyclable content – 57% paper and 43% recycled plastic – the prototype is the brand’s first step to achieving a fully bio-based bottle. It also reinforces Pernod Ricard’s commitment to Circular Making as part of its ‘Good Times from a Good Place’ Sustainability & Responsibility roadmap.

Chris Shead, Off Trade Channel Director for Pernod Ricard UK, commented: “We know sustainability is important to shoppers, with data showing that 83% of consumers globally select brands that have a better record of sustainability. We also know that the Absolut limited-edition bottle is a collectible item for those loyal to the brand and we can’t wait to give our consumers the chance to be a part of our sustainability journey.”

The Absolut limited-edition bottle is available now to convenience retailers in a 70cl format, RSP £20.