Absolut Vodka biggest-ever design, flavour shake-up

Premium vodka Absolut has today revealed its new bottle design and remixed flavoured range in what will be the brand’s biggest shake-up since its birth in 1979. The new packaging reflects the intensity of Absolut’s flavours and harmonises the portfolio, with the stripped-back design offering clearer navigation to encourage discovery and significantly improved shelf standout. The bottle is also made with over 50 per cent recycled clear glass, demonstrating Absolut’s ongoing commitment to minimising its impact on the planet.

The new design uses the canvas of the iconic 18th century medicine bottle silhouette to shine a light on the spirit. 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 and around Åhus), to celebrate the brand’s Swedish heritage. The name of the brand’s founder, Lars Olsson Smith, has been added to the medallion on the front of the bottle and in addition, the font of the script has been modernised, making it easier to read and the Absolut logo is bigger and bolder to reflect the Absolut spirit.

The Absolut flavoured range has also received a refresh to optimise the brand’s flavours to deliver a style and taste that’s even more authentic to the fruit and offer consumers exceptional tasting cocktails. All of Absolut’s fruity and spicy flavours (Raspberri, Vanilia, Passionfruit, Watermelon, Mango and Pear) will benefit from a slightly lower ABV of 38 per cent to deliver a sweeter flavour, whilst the citrus flavours (Citron, Lime and Mandarin) remain at 40 per cent ABV to deliver a fresher taste profile, meaning the flavours are more tangy, zesty and bolder than ever before. Each bottle will also feature a vibrant colour block reflecting the improved and elevated "true to fruit" flavour of the liquid within.

“Mixing has been in Absolut’s DNA for four decades," said Marnie Corrigan, Brand Director at Pernod Ricard UK. "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.”

Vodka remains the no.1 spirit in the Off-Trade and Absolut is outperforming the category, growing at triple the speed of Total Vodka, whilst the brand’s flavour range is leading the charge in the thriving flavoured vodka category. In the On-Trade, Absolut is growing +94.4 per cent and flavoured vodka has strong momentum, accelerated by the popularity of key serves like the Passionfruit Martini, Espresso Martini and Cosmopolitan.

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