Absolut unveils redesign of iconic bottle

Absolut has unveiled a redesign of its original bottle, first launched in 1979, featuring an updated two line logo, script and reduced glass weight.

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

Absolut has long been known for its dumpy bottle shape, a feature that has been strengthened to feature more clearly defined shoulders, straightened neck and body, and a flattened bottom. The redesign was carried out in collaboration with Brand Union, who utilised the talents of calligrapher Luca Barcellona and illustrator and engraver Martin Mörck.

Each bottle is made in the village Åhus in Sweden and will be available to purchase globally toward the end of this year.

For an in depth look at emerging trends within vodka design click here.