Absolut Revamps Flavor Range

Pernod Ricard has issued a global package redesign for Absolut vodka’s full, 16-entry flavor range. The new designs, which have already started rolling out to key markets, feature abstract interpretations of each flavor, rather than the straightforward fruit imagery traditionally used for flavored vodka packaging.

According to Absolut’s global design director Anna Kamjou, the makeover is “one of the most dramatic changes” in the brand’s history, as well as its “most transformative design project ever.”

The Swedish import’s U.S. depletions rose 1.6% to 4.6 million cases last year—still short of its pre-recession high of 5 million cases—while its global volume increased 2.5% to 11.5 million cases, according to Impact Databank.

Tagged : Absolut, Pernod Ricard, spirits, vodka

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