Absolut Vodka has released its 2021 edition bottle, its most sustainable design to date. The new vessel from the Pernod Ricard-owned brand is made with 60% recycled glass.
The blue glass of the sustainable 2021 Absolut Vodka bottle is made from recycled content – 57% paper and 43% recycled plastic – and features 16 embossed swirls inspired by “moments of togetherness, whether that be in spirit or in real life, as well as the swirling motion found when stirring Absolut’s delicious cocktails”.
“We know sustainability is important to shoppers, with data showing that 83% of consumers globally select brands that have a better record of sustainability [JTW report],” said Chris Shead, off-trade channel director for Pernod Ricard UK. “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.”
Last September, The Absolut Company began testing recyclable paper bottles in an effort to make its packaging methods more sustainable. The company behind Absolut Vodka, Malibu, and Kahlúa rolled out 2,000 paper bottle prototypes as part of the Paper Bottle Company initiative, where the first production run went into controlled testing this November.
The launch of the 2021 edition bottle will be supported by above-the-line media, PR and influencer activity beginning in February. It will be available to buy in the UK from supermarkets and convenience stores for £20 ($27 USD) per 700ml bottle, and in a one-litre format from Costco and Amazon for £28 ($38 USD).
In January, Beefeater Gin unveiled a new, more sustainable Gin bottle that will allow the Pernod Ricard-owned brand to save 410 tonnes of plastic every year. The new packaging design is set to roll out this month (January 2021). The new, sustainable Beefeater Gin bottle is made entirely from recyclable glass. The shape was inspired by London bricks and it was designed with bartenders in mind as it’s supposed to make pouring easier. The brand replaced the previous plastic cap with an embossed, aluminium cap and it changed the label from PVC to paper.