Absolut creates 4 million uniquely designed bottlesBy Becky Paskin
Absolut Vodka Company has launched Absolut Unique, a colourful, limited edition range of four million uniquely decorated bottles, into the global travel retail market.
Absolut, which is known for its creatively designed bottles and collaborations with world famous artists, had to reinvent its entire production line in order to ensure each bottle of Absolut Unique, was in fact one of a kind.
Featuring a ‘complex’ interaction of human and mechanical elements, the production used splash guns, 38 colours, 51 pattern types and computerised pattern algorithms to ensure complete randomness.
It was estimated that Absolut could create 94 quintillion bottles (94 times 10 to the 18th power) before two similar bottles could appear.
“The result widely exceeded our expectations,” said Anders Olsson, director of The Absolut Company Global Travel Retail. “When the first bottles appeared on the conveyer line, we cheered. By that time, the production line already looked more like an artist’s studio than a bottle factory. Absolut Unique feels a bit `mad scientist´, a bit street art, but at the same time very elegant.”
The range will be available in global travel retail from this month, but will eventually be rolled out into domestic markets from October.