Absolut redesigns its iconic vodka bottle

Absolut is introducing a redesigned bottle. Since its launch in 1979, the Absolut Vodka bottle has stood out for its shape. The new bottle is a transformation of the original, featuring an updated two-line logo, a new script, a redesigned medallion, reduced glass weight and a new brand signifier.

To update what was already seen as a perfect bottle, Absolut brought together a group of creatives including a master illustrator and master calligrapher.

“The Absolut bottle has been iconic for several generations; now it’s time to make the next bold statement for Absolut. Our goal has been to transform an already perfect bottle to make it even better. We were extremely privileged to work with the very best creatives within their discipline. The new bottle maintains everything that is Absolut Vodka – bold, original and creative, making it ready to face to future.” says Peder Clason, global brand strategy director, Absolut.

“Absolut is a bold, creative brand and for some time we have wanted to reignite both those aspects in our already iconic bottle design, renewing the creative expression of our most visible product. Through the recent redesign of our flavour range, we gained the confidence to implement a level of detail in our collaborators’ work in a way that previously would not have been possible. The end result is true to Swedish design tradition where every part has a purpose and is executed in a simple but elegant way,” says Caroline Mörnås, global design strategy manager, Absolut.

A trendsetter among the design community, the Absolut Vodka bottle is already respected all over the world. The bottle refresh was done in collaboration with Brand Union.

One of the most significant updates was the addition of a brand signifier to the back of the bottle, creating a bold, new short hand for the Absolut brand. The iconic shape of the bottle has been strengthened to feature more clearly defined shoulders, straightened neck and body, and a flattened bottom, while also using a reduced glass weight to minimize environmental impact.

The creatives behind the redesigned bottle include:

Luca Barcellona, calligrapher, who says: “My craft involves using the ancient art of writing and languages to create fresh, new work. Letters are the main ingredient of my creations, so for the Absolut bottle I experimented with many options that reflected the Swedish style. The result is cool, simple and modern, with an elegant touch.”

Martin Mörck, illustrator and engraver designed the seal on the bottle which features a portrait of Lars Olsson Smith, the founder of Absolut who pioneered the continuous distillation process. “To pay homage to the man himself, we tried new ideas again and again until we found the perfect interpretation – a bold image which depicts Lars Olsson Smith at the height of his success.”

The Absolut Company, part of Pernod Ricard, has the worldwide responsibility for the production, innovation and strategic marketing of Absolut Vodka, Malibu, Kahlúa, Wyborowa, Luksusowa and Frïs. Absolut Vodka is the world’s fifth largest premium spirits brand. Every bottle of Absolut Vodka is produced in Åhus, southern Sweden.

The new bottle will be distributed worldwide in fall/winter 2015.

Pictured above: Old (left) and new (right) bottles

27 April 2015 - Felicity Murray The Drinks Report, editor