Absolut celebrates ‘global unity’ with travel retail bottle

Absolut Vodka has launched its first travel retail-exclusive edition in three years: Absolut World, which features the work of Swedish artist Kari Moden.

Absolut World has been designed to celebrate ‘global unity’

The limited-edition bottle of original Absolut highlights ‘love, peace and togetherness’ through Moden’s neon design that includes a peace sign, an ampersand and a heart.

Brand owner Pernod Ricard will support the launch with a global campaign that “encourages people to unite globally through snapping a creative selfie and sharing tips of the local hangouts and hotspots that they love”.

These selfies will then be transformed into a mosaic of faces with details of the travellers’ names, locations and their recommendations of places to eat and drink in their home cities.

Lisa McCann, brand director, Pernod Ricard Global Travel Retail, said: “The platform will connect travellers from all around the world and unlock experiences that bring people together.”

Pernod Ricard Global Travel Retail will create activations in airports such as Frankfurt, Singapore Changi, Sydney, Melbourne, Brisbane, Perth and Auckland Airports throughout May, June and July 2018 to promote the bottle.

French drinks group Pernod Ricard also recently unveiled its first travel retail-exclusive bottle design for Beefeater London Dry gin.