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Absolut Vodka releases new Absolut World

Absolut VodkaLiquor brand Absolut has called on Aussies recently to share their experiences and places they love with the world in a movement inspired by global citizenship.

Absolut said in a statement creating an online exchange of local insider travel tips, a “global selfie” is the key to unlocking a world of new and
unexpected experiences.

To mark the launch of Absolut World, a new, collectible limited edition bottle of Absolut Vodka, the initiative aims to bring people together by defying the distances between Aussies and carving out new connections across international borders.

Absolut tasked renowned Swedish Illustrator Kari Modén with creating an uplifting and expressive design for the new limited edition bottle that celebrates a world that is open. Selected for her characteristically decorative and bright style, her artwork expresses love, peace and togetherness. Designed especially for those with a passion for travel, the hyper-colourful and joyous bottle is exclusive to duty free stores.

“It was a dream come true for Absolut to ask me to create this design. As a Swede, I was honoured to work with one of our most famous and celebrated vodka brands, and as an artist, I was happy that the task at hand was to celebrate what unifies humanity as one. I love that the bottle is only
available when travelling too, as it makes it a unique keepsake or great conversation-starter when
given as a gift,” Modén said.

Absolut said using playful and evocative symbols, the bottle design signifies the joining of people, drawn together by the values and experiences we share. The most standout image is a hand making a peace sign – a badge of peace and friendship that harps back to the psychedelic 70’s. Intertwined is a rounded ampersand which stands for inclusivity and connection. The heart represents universal love, and the eye is a signal of consumers aim to see and recognise the best in each other.

Finally, the traditional L.O. Smith medallion at the top of the bottle has been replaced by a colourful world map. The avant-garde and bold design has been created through a retro clip art technique using strokes of neon pink, green and yellow contrasted against matte gold. Embodying global unity, the bottle epitomises the iconic vodka brand’s efforts to stimulate conversations and connections between people regardless of background, gender or sexual preference.

The liquor company said shining a spotlight on different cultures, Absolut is encouraging people from all corners of the globe to exchange tips about the places they love in their home cities. To get involved, visitors to are first invited to take a picture of themselves. Once uploaded, the selfie will become a mosaic of hundreds of faces of other people taking part in the movement that will then unlock local hotspots in international destinations.

Absolut said consumers can simply zoom into their face to reveal the details of the people that make up their images; from their location and name, to the places they recommend eating, drinking and getting together with friends – ensuring they can travel like a local wherever they go.

Absolut World is a special bottle of Absolut Original Vodka, the same high quality vodka made exclusively from natural ingredients that can be enjoyed neat to discover a rich, full-bodied and complex flavour, paired with a mellow character of grain and hint of dried fruit. Absolut Original Vodka is best served neat or in classic cocktails such as Absolut Vodka Soda, Moscow Mule or Espresso Martini.

Absolut World is now available at RRP $34.90 in all major international airports, including Sydney and Melbourne.

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