Pernod Ricard will roll out limited-edition bottles of its Absolut Unique vodka to the wider UK-off trade from February 13.
The spirits giant said it had to re-engineer its production process to ensure the design of every bottle of Unique features a one-off design of splashes, patterns and areas of colour. This involved programming splash guns and colour-generating machines with complex coating, pattern and placement algorithms to ensure no two bottles were created alike, said the company, which used 38 colours and 51 patterns in the production.
Unique, which first launched in travel retail stores, high-end stockists and on-trade outlets last Autumn, will be supported by a two-week outdoor advertising campaign from 25 February, London Underground activity and a takeover at Old Street Station in the capital.
“Absolut Unique is an exciting project that presents the Absolut bottle in its most vibrant form to date,” said Pernod Ricard marketing manager Adam Boita. “We have already seen significant success in prestige retailers and select on-trade, and we expect to thee this success mirrored as this one-of-a-kind is made available to a wider audience.”