Food + Drink




The launch of Absolut’s latest limited-edition bottle celebrates the spirit of connectivity, with sustainability at the forefront of its design  

Absolut the UK’s no.1 premium vodka launches its latest limited-edition bottle made of 60% recycled glass, making it Absolut’s most sustainable bottle yet. The launch showcases a continuation of Absolut’s mission to use its creativity to inspire positive change, as it pushes forward with its sustainability agenda.

The Absolut limited-edition bottle for 2021, has been inspired by different walks of life coming together, celebrating the spirit of mixing and connectivity to create better together. The design sees the iconic Absolut bottle, blue in colour, along with 16 swirls embossed into the glass, that has been inspired by moments of togetherness which are valued more than ever right now, whether that be in spirit or in real life. The swirls also represent the swirling motion found when stirring Absolut’s delicious cocktails.

The Absolut limited-edition bottle won’t be around for long and will be available to buy from all major supermarkets from 1st February with the RRP of £20 for a 70ml bottle.

Absolut has made a long-term commitment to sustainable production, taking steps to reduce its environmental impact of its packaging by 2025, in order to meet the Ellen MacArthur Foundation target of ensuring all primary packaging is 100% recyclable, compostable, reusable and/or bio-sourced.

In order to meet its target, Absolut has continued to invest across its range of products, with its Absolut Paper bottle prototype being the latest in development with the Paboco® pioneer community. Made up of recyclable content, 57% paper and 43% recycled plastic, the prototype is the brands first step in their sustainable journey to create the world’s first 100% bio-based and recyclable paper bottle. Consumers will have the chance to get their hands on one of the uniquely numbered prototype bottles, through the brands partnership with Marcus Butler & Emma Slade Edmondson who will be giving away 30 exclusive prototypes of the bottles via their Instagram channels. Two design led influencers, Kelly Anna London & Caroline Dowsett are also being challenged to customise a bottle with their own unique design for their followers to win, bringing consumers on their sustainability journey.

Marnie Corrigan, Brand Director at Pernod Ricard UK, commented, “Absolut understands the crucial role we must all play in reducing pressure on the environment. Lasting change takes time, but we will continue to use our research and development facilities to inform how we produce packaging to make it more sustainable. Our latest Absolut limited edition bottle is the most sustainable yet as it’s produced with 60% recycled glass. The limited edition bottle, and the prototype packaging we have designed for Absolut Paper is representative of our ambition to continue to innovate as part of our journey towards a future of sustainable packaging.”

For more information on Absolut’s latest limited-edition bottle and Absolut paper bottle prototype head to or follow them on Instagram, Twitter or Facebook @AbsolutUK.



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