Absolut pack is a UK first
Absolut vodka has launched the first bottle-clad gift pack exclusively for the UK market through Sainsbury’s.
The Absolut Summer pack features a bottle of Absolut in a clear plastic skin covered in pictures of butterflies.
The pack is retailing in the multiple for £14.99, the recommended price for ordinary bottles.
The Pernod Ricard-owned vodka brand has also introduced bottles of Absolut Raspberri and Absolut Pears inside an outer shell that can be removed and used as a cocktail shaker.
Asda is listing both and Morrisons just the Raspberri, again with a £14.99 shelf price.
Linda Phillips, brand manager at distributor Maxxium UK, said: “Absolut has long been associated with the thriving cocktail culture that has developed in the UK.
“We now want to encourage consumers to create their own cocktails in the comfort of their own home.”
Absolut bottles clad in a variety of outer skins have been a big hit in travel retail in the past, including one with an outer shell of disco-style mirrorball panels.