Absolut Vodka brand launches redesigned bottle

Redesigned bottle to serve as an icon for the brand’s future

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.

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