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New Absolut bottle celebrates recycling

Pernod Ricard has launched its latest limited-edition Absolut vodka bottle, which celebrates recycling.

The producer claims that it is championing using creativity to drive progress and hopes to encourage recycling and a more circular lifestyle that impacts the planet less. The new bottle is made using 41 per cent recycled glass, like each of Absolut's bottles. 

In keeping with the producer's sustainability mission, Absolut is launching a limited edition bottle. The idea is to channel creativity as a response to the climate crisis. 

This campaign is part of Absolut's ongoing brand platform, Create a Better Tomorrow, Tonight. Absolut is also promoting the social media hashtag #RecyclingHero in its campaign.

Henrik Ellstrom, Absolut’s director of strategy and innovation comments: “Absolut has been committed to sustainable production methods for many years; and we are excited to be celebrating this and specifically our recycling efforts in the form of a bottle launch for the very first time. We believe that a glass bottle must have a second life; the new limited edition bottle is a pure manifestation of this belief. We hope that our new circular living campaign will inspire more people to use creativity in order to waste less.“

Marking the launch of the limited edition bottle, Absolut has co-created a guide to a circular living together with a collective of minds across the sustainability and creative industries. The guide brings together hacks, insights and anecdotes from the likes of zero-waste influencer Lauren Singer, environmental journalist, Lucy Siegle and the founders behind brands such as Veja, Courri, Karma and more.

Tina Robertsson, lead for sustainable performance at Absolut, says: “We know that the Earth has a finite amount of resources and that we all need to take more responsibility for how we act in our daily lives and the choices we make. We, at Absolut, are determined to do our part from seed to sip. We also want to continue to enlighten our consumers about what we do and how they can have less impact on our precious environment. Here at Absolut, we are proud of our “One Source” production philosophy and we strive to achieve a more circular way of production, which also means that waste is seen as a resource and part of a continuous cycle. We recycle and reuse as much as possible and we believe that with a little creativity we can all drive positive change and find the power and beauty in waste, ultimately reducing the negative impact that we have on our planet and creating a better tomorrow for generations to come.”

The limited edition bottle is available across more than 80 countries.

9 October 2019 - Sam Coyne The Drinks Report, editor