Pernod Ricard has partnered with London-based design agency Stranger & Stranger to create a new copper still-inspired bottle design for its Absolut Elyx vodka.
Made with more than 40% recycled glass, the new design aims to celebrate the vintage copper credentials central to the creation of the single estate vodka through a “sleeker, lustrous and more elegant form”.
Miranda Dickson, global brand director for Absolut Elyx, said: “With Absolut Elyx we always endeavour to challenge the normal conventions associated with luxury vodka to create a profile that is uniquely playful, luxurious and eclectic.
“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.”
Stranger & Stranger design director Rowan Miller added: “Our vision was to celebrate the special role copper plays in the distillation process in a way that lends well to the brand’s global reputation for elevated panache. The faceted bottle pays homage to the vintage copper column still from 1921 and gives the bottles a luminescent glimmer.”
Absolut Elyx is available in more than 70 markets and has an ABV of 42.3%.
Pernod Ricard describes Absolut Elyx as the “handcrafted luxury expression” of Absolut Vodka. The 42.3% ABV beverage is available in more than 70 markets and is made with soft winter wheat from a single estate in Åhus, Sweden.
In its second-quarter results published last month, Pernod Ricard recorded a 3% year-on-year increase in net sales, in part thanks to a strong performance in Asia.
In January, Pernod Ricard-owned Irish Distillers unveiled a new Jameson Irish Whiskey bottle to highlight the brand’s provenance and triple-distillation production.
The bottle shape now features a tapered body and a more generous shoulder curve, while a distinctive embossed label ‘eyebrow’ and heel at the base make the bottle more tactile.
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