Pernod Ricard is lining up this year’s limited-edition pack for vodka flagship Absolut in the UK market.
The bottle, which follows last year’s ‘Absolut Voices’ concept, will be available both online and in the country’s off-premise from this week. The 70cl and 1-litre packs, which are on sale for an unspecified period, will be backed by in-store POS as well as pallet wraps in Costco’s stores.
Coinciding with the roll-out, Absolut will front ‘The Absolut Swap Shop’, a London-based event on 9 February that invites consumers to bring an item of clothing to exchange for another.
Late last year, Absolut was the subject of an Espresso Martini-themed activation in the US.
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