Absolut bottle highlights trailblazersBy Melita Kiely
Pernod Ricard has created a limited edition Absolut bottle to celebrate powerful voices around the world.
The sapphire blue bottle is made from 80% recycled glass and features a custom medallion in one of four colours. The glass is adorned with expanding sound ripples to represent the power of voices from around the world.
The latest release is part of the vodka brand’s annual programme, Absolut Voices, designed to celebrate ‘wavemakers and trailblazers’ worldwide. Absolut Voices strives to encourage people to connect for more ‘inspiring and memorable’ moments.
Marnie Corrigan, brand director at Pernod Ricard UK, said: “Celebrating diverse and different viewpoints has always been in our spirit, and the sound waves 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 were born to mix.
“No matter where, or with whom, you’re mixing in the world, you can connect with Absolut.”
Pernod Ricard will support the launch of the Absolut Voices limited edition bottle with a 360-campaign, which will include in-store media, social and influencer activity to showcase the new release.
Absolut Voices will be available from major grocers and retailers, priced at RRP £19.95 (US$27) per 700ml bottle. A one-litre format will be available from Costco and Amazon for RRP £25.50 (US$34).
In other Pernod Ricard news, the company’s global travel retail arm believes shoppers are spending more money in the duty free channel and creating a “clear premiumisation trend” for spirits.
In December, The Spirits Business reflected on the vodka category and picked three brands worth watching in 2022.