Pernod Ricard has unveiled the latest packaging activation for its Absolut Vodka brand in the UK.
The packaging comprises a blue bottle made using 80% recycled glass and sporting ridges in the shape of soundwaves. According to the company, the design has been created to celebrate “the power of voices from all over the world and champion speaking up and to create a more open world.”
The design will be available for a limited, albeit unspecified, time in 70cl format from selected UK retailers at an SRP of GBP19.95 (US$26.77) as well as in 1-litre bottles from Costco and Amazon.
The release continues the brand’s annual run of sustainability-forward packaging variations, following last year’s 60% recycled glass bottle.
“Celebrating diverse and different viewpoints has always been in our spirit, and the soundwaves on our new limited edition bottle represent the powerful voices we continue to support around the globe,” said Pernod Ricard UK’s brand director, Marnie Corrigan. “No matter where, or with whom, you’re mixing in the world, you can connect with Absolut.”
In September, Pernod acquired a minority stake in Bumbu Rum and Luc Belaire brand owner Sovereign Brands for an undisclosed fee.