Apr 6, 2022

Absolut: Harmonizing vodka flavour and packaging

Absolut Vodka's new bottle design and flavour enhancements set out to harmonize the line to cater for evolving consumer preferences.
Elisabeth Skoda

Absolut Vodka is upgrading its flavour portfolio. This second chapter of the restage delivers a "new harmonized range", which offers consumers cocktails, including mixers like soda water that demand more from a flavoured vodka. The new bottle design matches the significant update to the Absolut Vodka original bottle in 2021. The new packaging tells the story of the flavour sensation inside, clearly signposting the new taste profile to help consumers find their desired flavour or explore new ones.

Founded in 1979, Absolut Vodka is still today made in its home of Ahus in southern Sweden and describes itself as the first brand to export clear flavoured vodka to the US and helped to define the modern vodka category with Absolut Peppar and Absolut Citron.

The range refresh pays homage to the brand’s "provenance, authenticity and progressive DNA".

The artistic bottle update helps consumers explore the flavour and features an updated colour palette and scheme, including artistic brush strokes on the back of the bottle to help consumers find, trial and experiment with new flavours.

The overall harmonization allows for maximum standout on the shelf and has been implemented for Absolut Vodka and across all 12 flavours in the range: Absolut Mandrin, Absolut Vanilla, Absolut Mango, Absolut Citron, Absolut Grapefruit, Absolut Peach, Absolut Watermelon, Absolut Lime, Absolut Raspberri, Absolut Pears, Absolut Passionfruit, a newly introduced flavour available in Australia and the UK, and Absolut Peppar.

Elin Furelid, Head of Product Portfolio and Innovation, Absolut explains: “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 unflavoured 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 flavourful vodka itself.”

Daniel Nilsson, Manager of Sensory Design & Strategy, Absolut said: “Our key focus is to uphold the quality of Absolut vodka as we continue to innovate and lead from the front. We do this with expertise and passion - to craft Absolut Vodka’s premium quality end-product, there must only be two components: the spirit and the natural flavour. The spirit base must be of the highest quality, allowing the natural flavours to come through in the final taste.”

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!
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