Absolut is launching a new limited-edition bottle designed with expanding sound ripples “to resemble and hero the power of voices from all over the world, to champion speaking up and to create a more open world”.
Available from February in a 70cl format from wholesalers (RSP £19.95), the sapphire blue Absolut Voices bottle is made using 80% recycled glass, and also features a custom medallion in one of four colours. A one litre format will also be available from Costco and Amazon (RSP £25.50).
The launch will be supported by a comprehensive marketing campaign including in-store media alongside social and influencer activity.
The new release is part of an annual programme of limited-edition bottles from Absolut and is a celebration of the wavemakers and trailblazers of the world and embodies the brand’s core belief that the world becomes a better place when we mix together beyond differences.
Marnie Corrigan, Brand Director at Pernod Ricard UK, commented: “Celebrating diverse and different viewpoints has always been in our spirit, and the soundwaves on our new limited edition bottle represent the powerful voices we continue to support around the globe, and also signifies the impact and progress a society can make when different minds come together. We’re constantly inspired by the idea that the world becomes a better place when we come together, share perspectives and empower one another, because we are born to mix. No matter where, or with whom, you’re mixing in the world, you can connect with Absolut.”
