The blue design showcases the importance of sustainability and circular packaging. It also features 16 embossed swirls to symbolise celebrating moments together. Previous Absolut bottles have been made with 41% recycled glass.
Chris Shead, off-trade channel director for Pernod Ricard UK, said: “We know sustainability is important to shoppers, with data showing that 83% of consumers globally select brands that have a better record of sustainability [JTW report].
“We also know that the Absolut limited edition bottle is a collectible item for those loyal to the brand and we can’t wait to give our consumers the chance to be a part of our sustainability journey.”
In October 2019, Absolut partnered with The Paper Bottle Company (Paboco) to create a fully bio-based and recyclable paper bottle. As part of the collaboration, Absolut is planning to roll out its prototype paper bottles, which are made of 57% paper and 43% recycled plastic. It is the brand’s first move in creating a wholly bio-based bottle.
The launch of the 2021 edition bottle will be supported by above-the-line media, PR and influencer activity from February. It will be available to buy in the UK from supermarkets and convenience stores for RRP £20 (US$27) per 700ml bottle, and in a one-litre format from Costco and Amazon for RRP £28 (US$38).
Absolut said vodka remains the top spirits category in the UK off-trade, with the sector back in growth over the last 10 months, according to Nielsen. Over the last year, Absolut has increased by 33.3% making it the number one premium-plus vodka.
Earlier this month, Pernod Ricard-owned Beefeater London Dry gin unveiled a more sustainable packaging design that will allow the brand to save 410 tonnes of plastic every year.
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