New bottle design for Absolut vodka

The new reduced-glass bottle comes with an updated two-line logo, a new script, a redesigned medallion and a new brand signifier in the form of a large ‘A’.

The bottle’s shape has been altered to create more clearly defined shoulders, a straightened neck and body, and a flattened base.

The seal on the bottle features a portrait of Lars Olsson Smith, the founder of Absolut who pioneered the continuous distillation process.

Pernod Ricard brought together a group of creatives including a master illustrator and master calligrapher, each adding their mark to the new bottle.

Level of detail​

Caroline Mörnås, global design strategy manager at Absolut, said: “Through the recent redesign of our flavour range, we gained the confidence to implement a level of detail in our collaborators’ work in a way that previously would not have been possible.

“The end result is true to Swedish design tradition where every part has a purpose and is executed in a simple but elegant way.”

Peder Clason, global brand strategy director at Absolut, added: “The Absolut bottle has been iconic for several generations, and now it’s time to make the next bold statement.

“The new bottle maintains everything that is Absolut Vodka – bold, original and creative, making it ready to face to future.”

Absolut is the world’s fifth largest premium spirits brand.