Sustainable, environment friendly, carbon negative, these are the keywords when it comes to alcohol production at the start of the third decade of the 21st Century. For Absolut, sustainability has always been part of the mission as they have strived to reuse use resources and benefit local economies, communities and ecosystems. And with that in mind, the Swedish vodka brand (owned by French giants Pernod Ricard) has just launched a brand new limited edition bottle, Absolut Comeback.
Like all Absolut bottles, Absolut Comeback is made with over 41 percent recycled glass. The goal in this design is to highlight the beauty of sustainability and recycling. In a press release, the company said, it believes that “with little creativity we can all make something old and unwanted come back around in a new form. Absolut Comeback bottle design shows that an Absolut Vodka bottle is best used when it is recycled.”
“Create a Better Tomorrow, Tonight,” is the branding campaign Absolut is using right now, and there are few ideas that better serve the concept than highlighting the qualities that already make Absolut special among liquor companies. It’s all about using creativity to create positive change.
“Absolut Comeback is a statement of accountability and commitment to strive every day to improve as Absolut believes that all brands should act in sustainable and transparent ways to create a more open world,” said the company in a statement.
“Absolut has been committed to sustainable production methods for many years; and we are excited to be celebrating this and specifically our recycling efforts in the form of a bottle launch for the very first time. We believe that a glass bottle must have a second life; Absolut Comeback is a pure manifestation of this belief. We hope that our new limited-edition bottle campaign will inspire more people to use creativity in order to waste less.” said Henrik Ellstrom, Absolut’s Director of Strategy and Innovation.