Absolut launches new limited edition vodka bottle

The 700ml bottle will be available from all major grocers with an RRP of £21. A one-litre format will also be available from Amazon and Costco with an RRP of £25.50.

To support the launch of the new bottle, in-store activity will include shipper displays, aisle flags and shelf barkers, as well as pallet wraps in Costco.

Absolut said the woven fabric design of the bottle, which is made with more than 50% recycled glass, encapsulates the brand’s ethos that “incredible things can be achieved when people come together and mix beyond their differences.”

Liam Murphy, brand director at Pernod Ricard UK, owner of Absolut, said: “Championing each other’s differences has always been in our spirit and our new limited edition design encapsulates the power of unity to show how mixing the world’s diverse threads together can break conventions and make us stronger.”