Pernod Ricard has unveiled an artistic redesign of its fruit flavored Absolut vodka range, which will roll out from August 2013 onwards.
The new look signals a deliberate move away from the more conventional fruit imagery utilized by fruit flavored spirits, Absolut said, in an effort to highlight the brand's position as 'premium, contemporary and progressive'.
According to Absolut global design director, Anna Kamjou, “The standard thinking says a fruit-flavoured vodka requires fruit imagery. We wanted to break that convention. We asked our design team to reach into the symbolism and myths tied to the ingredients to find each flavour’s core essence - and then amplify that essence through art…. Absolut has long challenged conventions through creativity. This across-the-board redesign is another example of the brand’s originality and boldness.”
Adam Boita, marketing controller for Pernod Ricard, commented, “This is an exciting time for Absolut. While most flavoured vodkas look more or less the same, we are bringing a full range of innovative designs to market. Artistic, modern and unlike anything else around, we believe they will reinforce our position as creative leader and have unique stand out on shelf or on back bar displays.”
The re-designed bottles include Absolut Apeach, Absolut Pears, Absolut Raspberri, Absolut Vanilia, Absolut Mango, Absolut Ruby Red, Absolut Berri Açaí, Absolut Äpple, Absolut Cherrys, Absolut Gräpe, Absolut Wild Tea and Absolut Cilantro.
Absolut Pear and Absolut Raspberri will be the first to hit shelves in August 2013, with the remaining flavors in the range to follow through 2013 and 2014.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
