Absolut Vodka has brought in a new bottle design which marks the biggest refresh for the brand since its launch in the US in 1979. The new packaging aims to highlight Absolut’s provenance, heritage and authenticity and upgrade the design of the clear glass packaging.
These design updates include:
- Bringing to life Absolut Vodka’s ‘One Source’ philosophy by including text alongside an illustration of the original distillery noting ‘One Source. One Community. One Small Village in the South of Sweden’, reinforcing the fact that every bottle of Absolut Vodka is produced and distilled in and around Åhus, Sweden.
- Including the address of the original distillery on the front label to provide transparency about its location and help communicate Absolut’s brand home welcomes visitors to discover more at its site. This is the first time Absolut has included a paper label on the bottle.
- Adding brand founder Lars Olsson Smith’s name on the medallion, the quality seal of the bottle, paying tribute to his progressiveness in vodka distillation, helping to nurture his legacy.
- Embossing the glass with ‘Country of Sweden’, linking back to its long-standing tradition and knowledge of vodka-making in this region.
Charl Bassil, global VP marketing Absolut, said: “We’ve taken a look at ourselves and have landed in a place where we’ve kept our distinct DNA, communicating our provenance, heritage and authenticity more clearly than ever before.”
Absolut global head of product portfolio and design Elin Furelid added: “We were keen to capture our rich, quality story and make that clearer on the bottle, signposting to what makes our vodka unique. We have of course kept the most important design elements that make Absolut, Absolut.”
The updates to Absolut Vodka’s new-look bottle mean it has kept its iconic shape inspired by an 18th-century apothecary bottle but modernised its design.
The new design Absolut Vodka bottles will be available in the US from September 2021 onwards and continue to roll out globally depending on current stock inventories.
