Absolut Denim: the perfect fit

Pernod Ricard has launched Absolut Denim, the latest limited edition gift pack for Absolut vodka exclusive to global travel retail

The launch of Absolut Denim commences this month at Changi International Airport, Singapore, then it will be rolled out in selected international airports worldwide from April through.

Brooklyn-based designer Loren Cronk, a star in the avant-garde street fashion scene with a global reputation for his highly demanded handmade denim jeans, has created the packaging for this new travel retail exclusive bottle.

The perfectly fitted denim second skin gift pack – out of which iconic bottle can easily slip – also has additional high tech qualities. On the inside, the denim skin has a high tech shield with supreme cold preserving capacity.

Taken from the freezer, the Absolut Denim skin keeps the vodka cool for up to two hours. It also features a QR code which, when swiped with a smartphone, provides the consumer with innovative new cocktails.

 “Exciting creative collaborations have always been a core source of energy for Absolut in our constant strives to enter new dimensions in our brand evolution,” says Anders Olsson, director of The Absolut Company Global Travel Retail. “Loren Cronk is just the kind of gifted artist, creator and entrepreneur that has the capacity to push boundaries, which is what Absolut is all about.”

13 March 2013 - Felicity Murray