Absolut has maintained their pledge to minimise packaging waste with the launch of a limited-edition design made from 41 percent recycled glass – the same as its existing range.
Designed to communicate the vodka brand’s long-term commitment to the circular economy by reusing material to minimize its environmental footprint, the special edition will be made available in over 80 countries starting in October.
Part of the “Create a Better Tomorrow, Tonight” brand platform, the initiative hopes to prompt other brands to commit to joining its #RecyclingHero initiative.
Henrik Ellstrom, Absolut’s director of strategy and innovation, said, “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.”
Tina Robertsson, lead for sustainable performance at Absolut, added, “We know that the Earth has a finite amount of resources and that we all need to take more responsibility for how we act in our daily lives and the choices we make. We at Absolut are determined to do our part from seed to sip.”