The Pernod Ricard team were in London today (February 18) to flesh on the bones for their half year interim results which were announced last week.
Anders Olsson, director of The Absolut Company global travel retail said: “It is a great tribute to our global duty free/travel retail market that we are entrusted with the honour of launching this product before it is released into domestic markets worldwide.”
In order to create four million individually designed bottles, the company said it "had to re-invent its entire production line". Splash guns and colour-generating machines were applied and coating, pattern and placement algorithms were programmed to ensure that "no two bottles would be alike". Thirty-eight different colours were used, and fifty-one pattern types were applied to the bottles.
Olsson continued: “When the first bottles appeared on the conveyer line, we cheered. By that time, the production line already looked more like an artist’s studio than a bottle factory…
“Absolut Unique is the perfect personalised gift."
The launch is backed by a marketing campaign in "all available media", including in-store installations and cocktail demonstrations.
The bottles will be priced £21.50 (RRP).