The first Absolut bottle in new design has been filled in Åhus

Absolut Vodka has a new design and Wednesday night the first new bottles left the so called ”Spirits Church” in Åhus, southern Sweden. It was a historical moment for the brand as the iconic bottle has remained intact since its creation more than 30 years ago. Its new design emphasizes the authenticity of its Swedish origin, and at the same time its environmental impact is reduced.

Soon after 9PM on September 2nd the first bottle was filled at The Absolut Company’s bottling plant in Åhus, southern Sweden. The first bottles will be shipped to South Africa, the USA and other markets will follow as the old design is phased out. Depending on stock in respective markets, the new bottle will appear on shelves by the end of this year.

“Absolut Vodka has always stood for authenticity of origin, which makes us stand out in a category that to high extent is characterized by image. In spite our size as the world’s 5^th largest spirits brand, every drop of  Absolut Vodka comes from one source, Åhus in southern Sweden. Made from local ingredients and blended, bottled and sealed in Åhus, we can guarantee impeccable Swedish quality no matter where in the world it is sold,” says Anna Schreil, Vice President Operations, Absolut Vodka.

That is why every new bottle now carries a clear message: ”One Source. One Community. One Superb Vodka. Crafted in the village of Åhus, Sweden. Absolut since 1879.”

The new bottle is a transformation of the original, featuring an updated two line logo, a new brand signifier on the back of the bottle, a new script and a redesigned medallion. The iconic shape of the bottle has been strengthened to feature more clearly defined shoulders, straightened neck and body and a flattened bottom. At the same time the glass weight is reduced by an average of 13%, which reduces its environmental impact at production and transportation.

“We are proud of the new design. The end result is true to Swedish design tradition where every part has a purpose and is executed in a simple but elegant way, whilst it reduces the environmental impact of the glass bottle itself,” says Magnus Hammarskjöld, Global Marketing Manager Absolut Vodka and project leader for the new design.