Absolut vodka sees biggest design and flavour update in its 40-year existence

By David Shrimpton in Alcohol 14th February 2022

Absolut vodka has re-designed its bottles and revamped its flavoured range in what it describes as the brand’s biggest shake-up since it was first made in 1979.

The new design aims to make the bottle stand out on the shelf and involves more than 50% recycled glass.

The new bottles include a clear ingredients list, ABV (alcohol by volume) level and details of where the vodka is produced – Ahus in Sweden.

The name of the brand’s founder, Lars Olsson Smith, has been added to the medallion on the front of the bottle and the script has been modernised, intending to make it easier to read.

Some of Absolut’s flavours (raspberry, vanilla, passion fruit, watermelon, mango and pear) will have a marginally lower ABV of 38%, which results in a slightly sweeter flavour, while the citrus flavours (citron, lime and mandarin) remain at 40% ABV.

Each bottle will feature a vibrant colour block reflecting the flavour of the vodka.

Marnie Corrigan, brand director at Absolut’s owner, Pernod Ricard UK, said: “Mixing has been in Absolut’s DNA for four decades.

“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.”

The new-look range will become available progressively between now and the autumn.