Absolut range is refreshed with new look and remixed flavours

Pernod Ricard has unveiled has a new bottle design and remixed flavoured range for Absolut in what is the brand’s biggest shake-up since its launch in 1979.

The new packaging is designed to reflect the intensity of Absolut’s flavours and harmonise the portfolio, with the stripped-back design offering clearer navigation to encourage discovery and significantly improved shelf standout. The bottle is made with over 50% recycled clear glass.

In addition, all of Absolut’s fruity and spicy flavours (Raspberri, Vanilia, Passionfruit, Watermelon, Mango and Pear) now have a slightly lower abv of 38% to deliver a sweeter flavour, while the citrus flavours (Citron, Lime and Mandarin) remain at 40% abv to deliver a fresher taste profile. Each bottle also features a vibrant colour block, reflecting the improved and elevated ‘true to fruit’ flavour of the liquid inside.

Marnie Corrigan, brand director at Pernod Ricard UK, comments: “Mixing has been in Absolut’s DNA for four decades. Whether that’s bringing together different ideas, people or drinks, we believe that life is best when you mix it up.

“The range refresh pays homage to the brand’s provenance, authenticity and progressive DNA, and as a brand famous for elevating cocktails, social moments and driving social change, Absolut’s bold new look is 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.”