Limited edition pack for Absolut

01 October, 2010

A new limited edition pack for Absolut vodka is the first time Pernod Ricard UK has changed the brand’s iconic bottle.

Previous one-offs have encased the bottle in various forms of outer packaging, but the latest version – called simply Absolut Limited Edition – changes the appearance and texture of the bottle itself.

The pack has already been launched in Selfridges and is rolling out to other top-end retailers during October. It has an rrp of £22.99.

The launch is being backed by brand events in UK cities and by digital activity, advertising and in-store displays.

The pack is part of an increased marketing package behind Absolut by Pernod Ricard UK, which is aiming to get consumers to pay more for the vodka brand even if it means sacrificing volume sales.

Mark Hamilton, head of marketing for vodkas, said: “For the first time ever, we’ve challenged the Absolut bottle design to create something truly different.

“Limited Edition provides the trade with an engaging consumer proposition by representing something genuinely bold, innovative and interesting in-store.”

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