Pernod Ricard UK is building on the creative visionary heritage of ABSOLUT, the vodka brand, with the launch of ABSOLUT UNIQUE – a limited edition range of uniquely designed and individually numbered bottles.
The bottle will be launched into travel retail this month, before rolling out to UK prestige retailers in October and select on-trade outlets later in the year.
The bottle will have an RRP of £21.50 in the UK prestige off-trade.
Each bottle is a work of art, a one-of-a-kind; to enable their creation, ABSOLUT re-engineered its entire production process.
The crafting of these bottles required an interaction of human and mechanical elements and a ‘randomness’, to achieve the desired end result.
Splash guns and colour-generating machines were programmed with complex coating, as well as pattern and placement algorithms to ensure that no two bottles were created alike.
A look was achieved using 38 different colours with 51 pattern types applied to the bottles.
A white numbered paper label features on each bottle, validating it is a one-off creation.
Adam Boita, Marketing Manager at Pernod Ricard UK, said:
“ABSOLUT UNIQUE is an exciting project that presents the ABSOLUT bottle in its most vibrant form to date.
“ABSOLUT is famed for being innovative, particularly in the realms of art and design and UNIQUE continues to push the boundaries of creativity.
“The production process is a first of its kind and takes the limited edition concept to a new extreme – every bottle is a one-of-a-kind work of art.”
ABSOLUT hopes consumers will get excited by the new bottles that are individual.
Jonas Tåhlin, Vice President Global Marketing at The Absolut Company, said:
“ABSOLUT UNIQUE is a daring concept, even for a company as passionate about creativity as ABSOLUT.
“Anyone could do one or two unique products. We’re making close to four million.”
“The result was even better than anticipated. “ABSOLUT UNIQUE feels a bit ‘mad scientist,’ a bit street art.
“When the bottles first appeared on the conveyer belt, we cheered.
“By that point the production line looked more like an artist’s studio than a bottle factory. These are really striking bottles.”
Visit ABSOLUT’s UK Facebook page at: www.facebook.com/ABSOLUTUK for more information.