Absolut Vodka Gets Intoxicated On Design With Greatest Brand Makeover Since 1979
Image via Absolut
The last time Absolut Vodka did something ambitious to its branding was back in 1979, as part of its plan to roll out globally. That’s a long enough hangover; and now, 42 years later, the company is making its largest refresh since then with a modernized glass bottle.
With every swig of vodka, you’ll find yourself more connected to the past. While the all-new Absolut Vodka packaging looks cleaner, it’s also embedded with more details of its provenance and heritage, yet retains the signature 18th-century-esque apothecary bottle shape.
Old bottle (left) VS redesigned bottle (right). Images via Justus Blümer / Flickr (CC BY 3.0) and Absolut
Spearheaded by branding design agency Brand Union Stockholm—along with input by branding agency Brand Union, design advisory firm Destrito, and glassworks partner Ardagh Group—the bottle’s design inspiration is steeped in Absolut’s hometown of Åhus, Sweden, as well as the brand’s commitment to excellence. The vodka’s entire manufacturing process takes place within a 75-mile radius, allowing Absolut to use only natural ingredients.
“Our new look reflects the efforts we put into the making of our vodka,” explains Absolut’s global marketing vice president Charl Bassil. “We’ve taken a look at ourselves and have landed in a place where we’ve kept our distinct DNA, communicating our provenance, heritage and authenticity more clearly than ever before.”
Thoughful additions include an illustration of Absolut’s original distillery, doubling down on the fact that each bottle is produced and distilled from “one source. One community. One small village in the south of Sweden.”
Image via Absolut
Image via Absolut
For the first time ever, Absolut is adding a paper label to the vodka bottle. It includes the address of the original distillery “to provide transparency,” while inviting customers to physically trace its roots to the exact site to learn more about how the spirit is distilled.
Image via Absolut
The bottle’s medallion seal now features founder Lars Olsson Smith’s name, celebrating his legacy and nodding at his role in advancing the vodka production industry. Further, the glass packaging is embossed with “COUNTRY OF SWEDEN” to pay homage to the country’s vodka-making profession.
Image via Absolut
Absolut Vodka says it also refined the legibility of the script on the bottle, so more people would be enticed to read its story.
Image via Absolut
The new bottles will first make their debut in the US this month before rolling out across the world.
“We were keen to capture our rich, quality story and make that clearer on the bottle, signposting to what makes our vodka unique,” notes the brand’s global head of product portfolio and design Elin Furelid. “We have of course kept the most important design elements that makes Absolut, Absolut.”
We’ll have our Vodka bottle neat, please.
Image via Absolut
The new classic. Keep an eye out and stay tuned. pic.twitter.com/1SNJ7qPg4d
— Absolut (@absolutvodka) September 7, 2021
[via Drinks International, images via various sources]
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