Absolut vodka undergoes biggest-ever bottle and flavour redesign

Pernod Ricard UK has unveiled a complete redesign of its Absolut vodka, the brand’s biggest since its launch in 1979.

The new design of Absolut Blue, Rasperri, Lime, Citron and Madarin will be the first to hit shelves, followed by Absolut Vanilia and Watermelon from March, and Absolut Passionfruit will be available from May.

The redesign aims to reflect the intensity of Absolut’s flavours, with the stripped-back design offering clearer navigation to encourage discovery and significantly improve shelf standout.

The bottle is now made with over 50% recycled clear glass, a demonstration of the supplier’s ongoing commitment to minimising its impact on the plant.

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For increased transparency, clear product information has been added to the front of the bottle, including an ingredients list, ABV-level and where it has been produced and bottled in a way to celebrate the brand’s Swedish heritage.

The name of the brand’s founder, Lars Olsson Smith, has also been added to the bottle’s front, the font of the script has been modernised to make it easier to read and the Absolut logo is bigger and bolder.

Meanwhile, the Absolut flavoured range has also undergone a full refresh to deliver a more authentic taste and offer consumers a better tasting cocktail.

Raspberri, Vanilia, Passionfruit, Watermelon, Mango and Pear will benefit from a slightly lower ABV of 38% to deliver a sweeter flavour, while the citrus flavours (Citron, Lime and Mandarin) remain at 40% ABV.

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Marnie Corrigan, brand director at Pernod Ricard UK, says: “Vodka remains the number one spirit in the off-trade and Absolut is outperforming the category, growing at triple the speed of total vodka, while the brand’s flavour range is leading the charge in the thriving flavoured vodka category.

“Mixing has been in Absolut’s DNA for four decades. Whether that’s bringing people 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 and authenticity, and as a brand known for elevating cocktails and social moments, Absolut’s 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.