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Absolut Unveils New Packaging In Biggest Refresh In Decades

September 14, 2021

Pernod Ricard has given Absolut vodka a new look aimed at underscoring the brand’s provenance, authenticity, and craftsmanship credentials. Billed as the biggest update to the brand since 1979, the makeover calls out Absolut’s “One Source” philosophy, reinforcing the fact that every bottle is produced and distilled in and around Åhus, Sweden, enhances the legibility of the bottle’s script, invites consumers to visit its brand home at the original distillery, and embosses the glass with “Country of Sweden” to further emphasize its heritage.

According to Impact Databank, Absolut slipped 7.4% to 3.2 million cases in the U.S. in calendar 2020, ranking fifth among all vodka brands by volume. But Pernod said the brand, which recently launched a new Watermelon flavor, saw a “strong rebound” in the on-premise in the first six months of this year, helping to propel Pernod’s U.S. sales to a record $2 billion in its fiscal year ended in June.—Daniel Marsteller

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