Absolut Vodka, a part of French group Pernod Ricard, is introducing personalised ‘phygital’ gifting bottles for celebratory occasions. 

The new bottles are being trialled on Amazon Italy exclusively. The pilot effort is part of Pernod Ricard’s broader strategy to connect consumers with its packaging. 

This new offering allows individuals to send personalised and interactive gifts, with each Absolut Vodka bottle featuring a unique QR code that leads to a customisable gifting experience.  

Gift-givers can combine voice notes, text messages, photos, emojis, and more to create a shared celebratory message. 

The recipient can then scan the QR code and use their device to reveal the messages in augmented reality.  

Absolut Group Future Packaging director Elin Furelid said: “In the new increasingly digital world, consumer behaviour gravitates towards more phygital experiences, while traditional gifting options are phased out for environmental reasons.  

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“Our pilot initiative of personalised and collaborative phygital gifting bottles is a testament to our commitment to creating cherished memories beyond the physical bottle itself. This marks the beginning of a series of diverse gifting initiatives aimed at delivering the ultimate phygital gifting experience for shoppers worldwide.” 

The new 700ml Absolut phygital gifting bottles will be available for purchase exclusively on Amazon Italy starting from 21 March 2024, with a recommended retail price (RRP) of €16.90 ($18.28). 

Last year, Ardagh Glass Packaging-Europe unveiled a new limited-edition vodka bottle for The Absolut Group. 

The new Absolut Mosaik bottle, available in 70cl and one-litre sizes, was developed in collaboration with British artist Olly Alexander.  

In 2016, Ardagh Group designed and produced a limited-edition ‘Absolut Facet’ bottle, featuring an asymmetric design and new colour, for Absolut Vodka.