New York-based Pernod Ricard USA’s Absolut Vodka brand is planning to make a new mark on the spirits market by introducing a freshly redesigned bottle that will represent its icon  for the future, the company says.


Since the brand’s launch in 1979, the Absolut Vodka bottle has stood out because of its shape, according to the brand. The new bottle is a transformation of the original design and features an updated two-line logo, new script, a redesigned medallion, reduced glass weight and a new brand signifier.


“The Absolut bottle has been iconic for several generations; now it’s time to make the next bold statement for Absolut,” said Peder Clason, global brand strategy director at Absolut Vodka, in a statement. “Our goal has been to transform an already perfect bottle to make it even better. We were extremely privileged to work with the very best creatives within their discipline. The new bottle maintains everything that is Absolut Vodka – bold, original and creative, making it ready to face to future.”


The packaging redesign was done in collaboration with Brand Union, a New York-based global brand agency.  One of the most significant updates was to add a brand signifier to the back of the bottle, adding a bold, new shorthand for the Absolut Vodka brand, it says. The iconic shape of the bottle has been strengthened to feature more clearly defined shoulders, a straightened neck and body, and a flattened bottom, it adds.


 The new bottle will be distributed worldwide later this year.