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Absolut vodka to modernise its iconic bottle

Published:  29 April, 2015

Absolut is making design changes to its iconic bottle that helped make the brand famous in 1979, "making it ready to face the future."

Peder Clason, Absolut's global brand strategy director, said: "The Absolut bottle has been iconic for several generations; now it's time to make the next bold statement for Absolut."

Pernod Ricard, Absolut's parent company, partnered with Brand Union branding agency to help design the updated look.

Changes will include an updated two-line logo, a new script, redesigned medallion on the top of bottle, reduced glass weight and a new frosted "A" brand signifier on the back.

"Our goal has been to transform an already perfect bottle to make it even better. We were extremely privileged to work with the very best creatives within their discipline. The new bottle maintains everything that is Absolut vodka - bold, original and creative, making it ready to face to future" said Clason.

The new bottle is expected to be rolled out in autumn/winter 2015.

Absolut vodka has launched several limited edition bottles since its launch in 1979. its most recent limited edition Andy Warhol Absolute, paid homage to the artist that helped bring the vodka and its iconic bottle into one of the most recognisable bottles in the drinks trade.