Absolut launches its most sustainable glass bottle yet, made from 60% recycled glass

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Article 01/02/2021

Absolut’s 2021 limited-edition bottle celebrates the spirit of connectivity,
with sustainability at the forefront of its design.

Absolut, the UK’s number one Premium Vodka[1], has launched its latest limited-edition bottle made of 60% recycled glass, making it Absolut’s most sustainable glass bottle yet. The launch showcases a continuation of the brand’s mission to use its creativity to inspire positive change, as it pushes forward with its sustainability agenda[2].

The 2021 edition has been inspired by different walks of life coming together to celebrate the spirit of mixing and connectivity to create better together. The design is blue in colour and made of 60% recycled glass, highlighting the importance of sustainability and circular packaging. The design also includes 16 swirls embossed into the glass, which have been 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.

The limited-edition bottle follows news of Absolut rolling out its prototype Paper Bottles, a collaboration with the Paboco® pioneer community to create a sustainable alternative to traditional packaging methods. Made of recyclable content – 57% paper and 43% recycled plastic – the prototype is the brand’s first step to achieving a fully bio-based bottle. It also reinforces Pernod Ricard’s commitment to Circular Making as part of its ‘Good Times from a Good Place’ Sustainability & Responsibility roadmap.

Vodka remains the top Spirits category in the UK Off-Trade and has been back in growth for the last ten months[3]. Over the last year, Absolut has grown +33.3% making it the number one Premium+ Vodka, including the Absolut flavoured vodka portfolio[4]. In that same period, Absolut Original has grown at an even higher pace at +36.6% [5],  almost three times the growth of total unflavoured Vodka.

Chris Shead, Off Trade Channel Director for Pernod Ricard UK, comments: “We know sustainability is important to shoppers, with data showing that 83% of consumers globally select brands that have a better record of sustainability[6]. We also know that the Absolut limited-edition bottle is a collectable 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.”

The launch will be supported above-the-line media, PR and influencer activity rolling out from 1st February to ensure consumers don’t miss out on their chance to buy this one-of-a-kind bottle. Absolut will also drive standout and engagement within the Grocery and Wholesale channels with bold and eye-catching point of sale in-store at the last three feet.

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.


[1] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[2] See notes to editors

[3] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[4] AC Nielsen | Total Off trade Value | MAT to 02.01.21

[5] AC Nielsen | Total Off trade Value | MAT to 02.01.21

[6] JWT, The new sustainability regeneration, 2018