Absolut has launched its latest limited edition bottle made of 60% recycled glass, making it the brand’s most sustainable glass bottle yet.
The Absolut limited-edition bottle is available now in a 70cl format from all major supermarkets and convenience stores, RRP £20, and in a 1L format from Costco and Amazon, RRP £28. The launch will be supported above-the-line media, PR and influencer activity rolling out from 1 February. Absolut will also drive standout and engagement within the grocery and wholesale channels with point of sale in-store at the last three feet.
Off trade channel director for Pernod Ricard UK Chris Shead said: “We know sustainability is important to shoppers, with data showing that 83% of consumers globally select brands that have a better record of sustainability. We also know that the Absolut limited-edition bottle is a collectible item for those loyal to the brand and we can’t wait to give our consumers the chance to be a part of our sustainability journey.”