Absolut Elyx unveiled a new bottle to symbolize emboldened luxury, providing an even bolder shelf stand-out that gives a stronger platform for brand storytelling, the company says. Brought to life by London-based design agency Stranger & Stranger, the new bottle boasts a timeless silhouette. Made from more than 40 percent recycled glass, the design celebrates the vintage copper credentials central to the creation of Absolut Elyx, through a sleeker and more elegant form, it says. “With Absolut Elyx, we always endeavor to challenge the normal conventions associated with luxury vodka to create a profile that is uniquely playful, luxurious and eclectic,” said Miranda Dickson, global brand director for Absolut Elyx, in a statement. “We’re thrilled to have partnered with Stranger & Stranger, who truly understand our brand DNA and have produced a piece of art that captures the spirit of the Absolut Elyx lifestyle.” The vision also celebrates the special role copper plays in the distillation process that harkens back to the vintage copper column still from 1921 as the faceted bottle provides a luminescent glimmer, adds Rowan Miller, design director at Stranger & Stranger.
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