Absolut Vodka rebrand

Source: Pernod Ricard UK

The new-look and reformulated drinks will gradually roll into retailers throughout 2022

Absolut Vodka has unveiled a new bottle design and reformulated drinks range in what it claims is the brand’s “biggest shake-up since its birth in 1979”.

Product information has been added to the front of the bottles, including an ingredients list, abv and where each drink has been produced and bottled in and around its hometown of Åhus, in a move 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, the font of the script has been modernised and the Absolut logo is now bigger and bolder.

Its Raspberri, Vanilia, Passionfruit, Watermelon, Mango and Pear flavours have been reformulated from 40% abv to a lower abv of 38% “to deliver a sweeter flavour”.

Citron, Lime and Mandarin, meanwhile, remained at 40% abv “to deliver a fresher taste profile”, and were “more tangy, zesty and bolder than ever before”.

The new-look bottles also featured a colour block design to reflect the “true to fruit” flavours within, said the brand. They would offer shoppers clearer navigation to encourage discovery and improve shelf standout, it added.

They bottles were also made with over 50% recycled clear glass, demonstrating the brand’s “ongoing commitment to minimising its impact on the planet”, it said.

The new-look range is rolling out now: Blue, Raspberri, Lime, Citron and Madarin will be the first to hit shelves, followed by Vanilia and Watermelon in March,

Passionfruit will roll out in May, with Mango and Pear following in autumn.

The range refresh paid “homage to the brand’s provenance, authenticity, and progressive DNA, and as a brand famous for elevating cocktails, social moments, and driving social change”, said Pernod Ricard UK brand director Marnie Corrigan.

The brand’s “bold” new look was “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”, she added.

It comes after Absolut last year trialled a prototype paper vodka bottle