Absolut redesigns flavoured range

By Jessica Mason

- Last updated on GMT

Related tags Pernod ricard Absolut vodka V&s group

New bottle art for Absolut flavours
New bottle art for Absolut flavours
Pernod Ricard has launched new bottle designs for its Absolut range of flavoured vodkas in an effort to stand out from the crowd as well as draw further links between the brand and the art world.

“The standard thinking says a fruit-flavoured vodka requires fruit imagery. We wanted to break that convention. We asked our design team to reach into the symbolism and myths tied to the ingredients to find each flavour’s core essence - and then amplify that essence through art,” said Anna Kamjou, glob¬al design director at Absolut.

“While most flavoured vodkas look more or less the same, we are bringing a full range of innovative designs to market.

!Artistic, modern and unlike anything else around, we believe they will reinforce our position as creative leader and have unique stand out on shelf or on back bar displays,” added Adam Boita, marketing controller for Pernod Ricard UK.

The redesigned packaging will be rolled out this month, beginning with Absolut Pears and Absolut Raspberri. The rest of the Absolut flavoured range will follow throughout the next year.

Related topics Spirits & Cocktails

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