Absolut shakes up flavours with new ABVs
Pernod Ricard has revamped some of its Absolut vodka flavours with lower-ABV strengths.
All of the vodka brand’s spicy and fruity flavours – Raspberri, Vanilia, Passionfruit, Watermelon, Mango, and Pear – will have a slightly lower ABV of 38% to give a ‘sweeter’ flavour.
Absolut’s citrus flavours – Citron, Lime, and Mandarin – will remain at 40% ABV.
Each bottle will feature a colour block to reflect the ‘true to fruit’ flavour of the vodka inside.
Marnie Corrigan, brand director at Pernod Ricard UK, said: “Mixing has been in Absolut’s DNA for four decades. Whether that’s bringing together different ideas, people or drinks, we believe that life is best when you mix it up.
“The range refresh pays homage to the brand’s provenance, authenticity, and progressive DNA, and as a brand famous for elevating cocktails, social moments and driving social change, Absolut’s bold new look is sure to raise the bar and inspire creativity for any cocktail lovers, mixologists in the making and those with a passion for great tasting drinks.”
Absolut’s bottles are now made with more than 50% recycled clear glass as part of the brand’s commitment to improve its environmental impact.
For added transparency, product information has been added to the front of the bottle. This includes a list of ingredients, the ABV, and where the vodka has been made and bottled in, and around, Åhus in Sweden.
The name of brand founder Lars Olsson Smith has also been added to the medallion on the front of the bottle. A new font has been chosen for the bottle to make the text easier to read and the Absolut logo is bigger and bolder.
Last year, Pernod Ricard gave its flagship Absolut expression a bottle redesign.
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