Absolut refreshes flavoured vodka range

Absolut Vodka has unveiled a new harmonised look for its extensive range of flavoured spirits.

The new bottle designs across Absolut's flavoured vodkas are designed to clearly signpost the taste profile of each spirit, helping consumers looking to make choices for particular mixers or cocktails. It comes after a sigificant update to the original Absolut Vodka bottle in 2021.

Absolut says the refresh "pays home to the brand's provenance, authenticity and progressive DNA" and allows maximum on-shelf standout for the 12 flavours in the range. This includes a brand-new flavour, Absolut Passionfruit, which is now available in the UK and Australia.

As well as a bottle redesign and the new expression, Absolut has also updated the liquids and ABVs for its Mandrin, Vanilla, Mango, Citron, Peach, Raspberri, Pears and Peppar flavours. 

Launched in 1979, Absolut was the first brand to export clear flavoured vodka to the US. Its spirits are still made at its original home in Ahus, southern Sweden.

Elin Furelid, head of production portfolio and innovation at Absolut, said: "We designed our portfolio with the intention to stand out as a range and family of products. While we let Absolut Vodka original have its own identity as a clearly unflavored vodka, we’ve used a combination of colours that match the actual fruit and added an artistic brushstroke on the back of the bottle creating the perfect canvas for the flavorful vodka itself."

Ricardo Dynan, Absolut Vodka global brand ambassador at the Absolut Company, added: "Absolut Vodka has had strong links to culture, the arts and creativity since its inception. The upgraded portfolio offers a quality mix of flavors to suit all tastes and occasions – born to mix and perfect for mixing every time."

The range redesign launches with a supporting campaign, Born To Mix, which Absolut says heroes both the brands values - including the centrality of mixing to its culture - and the spirit itself.

The new Absolut Vodka flavors have started to ship to markets and will continue to roll-out globally depending on current stock inventories.

4 March 2022 - Bethany Whymark