After 36 years on the market, Pernod Ricard USA’s Absolut Vodka brand is launching a redesigned bottle intended to serve as an icon for the brand’s future. The new bottle is a transformation of the original bottle and features an updated two-line logo, a new script, a redesigned medallion, reduced glass weight and a brand signifier. This brand signifier on the back of the bottle is one of the most significant updates of the redesign as it adds a bold, new shorthand for the Absolut brand, it says. In addition, the shape of the bottle has been strengthened to feature more clearly defined shoulders, a straightened neck and body, and a flattened bottom.