Absolut range refresh

Absolut vodka has revealed a new bottle design and remixed flavoured range in what will be the brand’s biggest shake-up.

The new look Absolut range is rolling out from now across all channels including impulse, with Absolut Blue, Absolut Raspberri, Absolut Lime, Absolut Citron and Absolut Madarin the first to hit shelves, followed by Absolut Vanilia and Absolut Watermelon available from March. Absolut Passionfruit will be available from May, and Absolut Mango and Absolut Pear are set to be introduced in Autumn.

The new stripped-back design aims to unify the portfolio and reflect the intensity of the flavours, with the bottle also being made from 50% recycled glass in a bid to become more environmentally friendly.

Product information has also been added to the front of the bottle including an ingredients list, ABV-level and where it has been produced and bottled in and around Ahus, and the name of the brand’s founder, Lars Olsson Smith has been added to the medallion on the front of the bottle.

The Absolut flavoured range has also received a refresh.

All of Absolut’s fruity and spicy flavours (Raspberri, Vanilia, Passionfruit, Watermelon, Mango and Pear) will have a slightly lower ABV of 38% to deliver a sweeter flavour, whilst the citrus flavours (Citron, Lime and Mandarin) remain at 40% ABV to deliver a fresher taste profile.

Each bottle will also feature a vibrant colour block to reflect the respective flavours.

Marnie Corrigan, brand director at Pernod Ricard commented: “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.