Absolut Vodka releases Absolut Unique
Vodka brand Absolut will revamp its bottles for the month of October for the release of the brand’s limited edition- Absolut Unique. Four million bottles will be designed, and no two bottles will be the same.
The annoucement:
This October ABSOLUT will release four million uniquely designed and individually numbered bottles worldwide – an artistic innovation that has seen the entire production process behind the Swedish spirit re-engineered like never before in a ‘world first’.
ABSOLUT UNIQUE builds on the brand’s extensive creative heritage. Splash guns and machines equipped with thirty-five different colours and fifty-one pattern types were applied to the bottles in order to achieve the striking contrasts with pattern and placement algorithms programmed in to ensure that no two bottles would be alike.
“ABSOLUT UNIQUE is a daring concept, even for a company as passionate about creativity as ABSOLUT,” says Jonas Tåhlin, Vice President Global Marketing at The Absolut Company. “Anyone could do one or two unique products. We’re making close to four million,” Tåhlin added.
The production process required a complex interaction of human and mechanical elements, and a carefully ‘orchestrated randomness’ to achieve the desired effect.
The result was even better than anticipated. “ABSOLUT UNIQUE feels a bit ‘mad scientist,’ a bit street art,” says Jonas Tåhlin. “When the bottles first appeared on the conveyer belt, we cheered. By that point the production line looked more like an artist’s studio than a bottle factory. These are really striking bottles. Everyone will find a personal favourite,” said Tåhlin.
“A lot of world-class creators have made their interpretations of our iconic bottle. This time, however, ABSOLUT was the artist,” continues Tåhlin. “Our customers are all unique – so we wanted to give each a one-of-a-kind bottle that is as individual as they are. We loved the concept. Making it happen was the hard part.” Tåhlin added. But make it happen we did…
Every bottle of ABSOLUT UNIQUE (as with the entire ABSOLUT product range) is produced from one source – the Åhus region of Southern Sweden.
ABSOLUT UNIQUE will be available in leading liquor outlets nationally for the RRP of $45.99 from October 1, 2012.
Source: Absolut press release
