Ardagh Glass Packaging reveals ‘Absolut Voices’

Published: November 16, 2021

The Product Design team at Ardagh Glass Packaging – Europe, worked closely with Absolut and design agency Brand Union to create the brand’s latest limited-edition bottle: ‘Absolut Voices’, which celebrates the wavemakers and trailblazers of the world and is reflected in the bottle’s ‘sound waves’ design.

Elin Furelid, Global Head of Absolut Portfolio & Design, says: “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.”

The sapphire blue-coloured premium bottle contains an impressive 80% recycled glass, the highest percentage yet for Absolut, which is largely thanks to the high recycling rate in Sweden, meaning more recycled glass cullet is available to Ardagh for use in the furnace.

Maria Persson, NPD Project Manager, Ardagh Glass Packaging – Europe, talks about creating the bottle’s distinctive sound wave design: “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.”

The limited-edition bottle is available worldwide in 700ml, 750ml and 1 litre.