Pernod Ricard Global Travel Retail has launched two new travel-retail exclusives for its Absolut brand.
They are a limited edition bottle, named Absolut World, and a new release, Absolut Raw, described by Pernod Ricard as a “crisp, innovative vodka with a raw edge”.
The eye-catching Absolut World bottle has been designed by Swedish Illustrator Kari Moden to express “love, peace and togetherness”. The hyper-colourful bottle design uses symbols such as a hand making a peace sign, an ampersand and a heart to signify “the joining of people, drawn together by the values and experiences we share,” Pernod Ricard GTR said.
The artwork for the bottle was created by the artist through a retro clip art technique, using strokes of neon pink, green and yellow, and contrasted against matte gold.
Of the new bottle, Pernod Ricard GTR Absolut brand director Lisa McCann said: “Absolut World is a strong statement and expression of a world without borders, united in peace, love and friendship. We’re proud to be adding to the celebration of togetherness through technology and a digital campaign that connects people around the globe as well as enhancing the travel experience.”
High impact activations for Absolut World are planned for airports, including Frankfurt, Singapore Changi, Sydney, Melbourne, Brisbane, Perth and Auckland throughout May, June and July 2018.
A raw product
Absolut Raw, meanwhile, is a “super-premium” vodka created through a unique process that reintroduces hand-selected cuts into the vodka. The resulting taste, according to Absolut’s master blender, Per Hermansson, is “fresh yet smooth, with notes of fruit and a hint of spice to leave a lasting warmth in the mouth”.
Maximising shelf visibility, every bottle of Absolut Raw is delicately wrapped by hand in distinct blue and black paper.
To mark the release of the new vodka in Pacific travel retail, Pernod Ricard GTR has created dynamic activations at Sydney International and Auckland airports.