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Revamped Absolut vodka bottle heads to global markets

Published:  07 September, 2015

Pernod Ricard has unveiled a new-look bottle for Absolut vodka, the first redesign for the brand in over 30 years.

The first bottles rolled off the production line in Sweden in the last few days and will make their first market appearance in South Africa.

The design will be phased in as existing stock is exhausted in other markets, including the UK, by the end of the year.

The lighter weight version of the iconically-shaped Absolut bottle has more clearly defined shoulders, a straightened neck and body and a flattened bottom.

It also has an updated logo, a new brand signifier on the back, revised script and a redesigned medallion.

Global marketing manager Magnus Hammarskjöld said: "We are proud of the new design. The end result is true to Swedish design tradition where every part has a purpose and is executed in a simple but elegant way, whilst it reduces the environmental impact of the glass bottle itself."

Anna Schreil, Absolut's vice president operations added: "Absolut has always stood for authenticity of origin, which makes us stand out in a category that to high extent is characterised by image."