Absolut has unveiled a new bottle design and remixed flavour range as part of its biggest shake-up since the vodka brand’s launch in 1979.
The new packaging aims to reflect Absolut’s flavours, while harmonising the portfolio, with the stripped-back design offering clearer navigation to encourage discovery and improve shelf stand-out.
The bottle is also made with over 50% recycled clear glass, demonstrating the brand’s commitment to minimise its impact on the planet.
The new design uses the canvas of 18th century medicine bottle silhouettes, with clear product information added to the front, including an ingredients list, ABV level and provenance.
The name of the brand’s founder, Lars Olsson Smith, has also been added to the medallion on the front of the bottle, while the font of the script has been modernised to make it easier to read and the logo has become bigger.
In addition, the Absolut flavour range has received a shake-up, which pays “homage to the brand’s provenance, authenticity and progressive DNA”.
Absolut’s fruity and spicy flavours – Raspberri, Vanilia, Passionfruit, Watermelon, Mango and Pear – will benefit from a slightly lower ABV of 38% to deliver a sweeter flavour, while Citron, Lime and Mandarin remain at 40% ABV to deliver a fresher taste profile.
Each bottle also features a vibrant colour block reflecting the flavour of the liquid within.
Pernod Ricard UK Brand Director, Marnie Corrigan, said: “The range refresh pays homage to the brand’s provenance, authenticity, and progressive DNA, and as a brand famous for elevating cocktails, social moments, and driving social change, Absolut’s bold new look is sure to raise the bar and inspire creativity for any cocktail lovers, mixologists in the making and those with a passion for great tasting drinks.”
The new look is rolling out between now and the autumn.
