Pernod Ricard capitalises on premium spirits’ drinkability with classy new vodka bottle
In the world of alcohol consumption, it’s quality over quantity driving growth. That’s the trend that captured drinkers today, particularly younger drinkers, who might not want to get as tipsy as mum and dad did, but don’t have a problem spending similar amounts of cash, or more. In other words: premium is where it’s at. Now, drinks giant Pernod Ricard is capitalising on that trend with a new copper still-inspired bottle designed for its Absolut Elyx vodka by London-based agency Stranger & Stranger.
Pernod Ricard’s share price has risen by 13% so far this year
Source: Yahoo Finance
The design is made with 40% recycled glass, and celebrates the “vintage copper credentials central to the creation of the single estate vodka through a sleeker, lustrous and more elegant form.”
Absolut Elyx’s global brand director, Miranda Dickson, said: “With Absolut Elyx we always endeavour to challenge the normal conventions associated with luxury vodka to create a profile that is uniquely playful, luxurious and eclectic. We’re thrilled to have partnered with Stranger & Stranger, who truly understand our brand DNA and have produced a piece of art that captures the spirit of the Absolut Elyx lifestyle.”
Rowan Miller, Stranger & Stranger’s design director, added: “Our vision was to celebrate the special role copper plays in the distillation process in a way that lends well to the brand’s global reputation for elevated panache. The faceted bottle pays homage to the vintage copper column still from 1921 and gives the bottles a luminescent glimmer.”
Dominion holds Pernod Ricard in its Global Trends Luxury Fund.
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