« Absolut Originality »: the new standard for limited edition10/28/2013
Absolut launched in October 2013 its new design “Absolut Originality”, a four million bottles limited collection distributed worldwide. Each is made into a unique work of art with a drop of cobalt blue infused into the molten glass during production.
Following last year’s launch of Absolut Unique, Absolut continued its journey to find a daring concept for the next limited edition.
The brand has experimented a new technique, inspired by t traditional Swedish glass craft: “When we watched a drop of cobalt sink into the hot glass the first time, we didn’t know what it would look like. But the very first bottle looked amazing, and what started as a playful experiment ended up as four million one-of-a-kind pieces of art”, says Mathias Westphal, Global Brand Director at Absolut.
The cobalt blue drop is released while the molten glass goes into the mould at 1100°C. At this temperature, the cobalt is still invisible, but as the glass cools off, a unique blue infusion appears. “The streak of cobalt forms a sophisticated contrast to the crystal clear glass, and the blue colour makes each bottle unmistakably Absolut. This classy remake celebrates the original thinking that has always been the Absolut creed” continues Mathias Westphal.
Furthermore, Absolut also raises the bar experience to another level by introducing a series of cocktails that are in tune with today’s bar trends: Gourmet Junk Cocktails. “Our new line of Gourmet Junk Cocktails is fun and unconventional, but at the same time sophisticated and carefully crafted by top mixologists,” says Miranda Dickson, Director On-Trade at Absolut “Shoestring liquorice, cotton candy and icicles make great garnishes for cocktails, and serving a drink in a plastic bag or a jam jar can be seriously stylish.”