ARDAGH Glass has revealed its work in the latest limited edition Absolut vodka bottle, which contains 80% recycled glass content.
Ardagh’s product design team worked with Absolut and design agency Brand Union to create Absolut Voices, which is described as celebrating the ‘wavemakers and trailblazers’ of the world and is reflected in the bottle’s ‘sound waves’ design.
The sapphire blue-coloured bottle contains 80% recycled glass, the highest percentage yet for Absolut, which Ardagh said is largely thanks to the high recycling rate in Sweden, meaning more recycled glass cullet is available for use in the furnace.
The bottle is available globally in 700ml, 750ml and 1 litre options.
Maria Persson, NPD project manager at Ardagh Glass Packaging – Europe, said, “We worked with Brand Union to ensure the design met the creative brief to convey the effect of expanding sound waves rather than ripples of  water. The effect of the 360 degree design feature was achieved by creating irregular circles with shallow embossing to give life to the waves.
“Our product design team created the desired effect using their in-house sculptured embossing technology and expertise to give it a lifelike quality and standout impact. It was exciting to see the first bottles come off the production line in the deep sapphire blue, with light bouncing around the bottle from the edges of the sound wave design.”
Elin Furelid, global head of Absolut portfolio & design, said, “Celebrating diverse and different viewpoints has always been in our spirit. We’re continuously inspired by the idea that the world becomes a better place when we come together beyond differences, share good times and empower one another. That spirit is what Absolut Voices is all about.”
