Absolut has revealed its latest limited-edition bottle, encapsulating the brand’s ethos that “incredible things can be achieved when people come together and mix beyond their differences”.
Available now in 70cl (RSP £21) and 1-litre (RSP £25.50, Costco only) formats, the new bottle is made with more than 50% recycled glass, just like all Absolut bottles.
The launch is supported with in-store activity that includes shippers, aisle flags and shelf barkers, as well as pallet wraps in Costco.
The woven fabric design of the bottle is a reimagined visual representation of the premium vodka brand’s attributes of creativity, culture and community, and embodies Absolut’s core belief that when diverse people mix and connect, they can form a stronger bond and drive progress. The new limited-edition succeeds last year’s bottle, Absolut Voices, which celebrated the wavemakers and trailblazers of the world.
Liam Murphy, Brand Director at Pernod Ricard UK, commented: “Championing each other’s differences has always been in our spirit and our new limited-edition design encapsulates the power of unity to show how mixing the world’s diverse threads together can break conventions and make us stronger.”
