Absolut wraps new bottle in skintight denimBy Luke Holmes
Absolut has wrapped its bottle in skintight denim for its latest limited edition release Absolut Denim.
The bottle, designed by Brooklyn-based fashion designer Loren Cronk, is the latest design-led release designated exclusively for global travel retail.
Launched this week in Changi International Airport, Singapore, the Absolut Denim bottle will be stocked in airports worldwide from April to July.
Cronk, who is known for creating avant-garde street fashion, in particular a range of handmade denim jeans, created a denim skin to fit perfectly around the Absolut bottle.
The skin is designed to have a preserving capacity, keeping the vodka cold for up to two hours. In addition the denim is printed with a QR code, which when scanned with an iPhone takes the user to the Absolut Drinkspiration website where they can download an app full of cocktail recipes.
“Loren Cronk is just the kind of gifted artist, creator and entrepreneur that has the capacity to push boundaries, which is what Absolut is all about,” said Anders Olsson, director of The Absolut Company Global Travel Retail.
“Exciting creative collaborations have always been a core source of energy for Absolut in our constant strives to enter new dimensions in our brand evolution.”
The Absolut Denim release will be supported by a marketing campaign across all media including “spectacular” installations in major international airports, including tastings and other events.
Absolut’s design-led bottles have included a range of four million uniquely-designed bottles labelled Absolut Unique, as well as a collaboration with online design community Threadless for its city-inspired series.
In the past, Absolut has collaborated with artists such as Andy Warhol and Herb Ritts.