ABSOLUT VODKA introduces ABSOLUT UNIQUE – a limited edition of nearly four million uniquely designed and individually numbered bottles. To make every bottle become a one-of-a-kind work of art, ABSOLUT had to re-engineer the entire production process.
The colourful, vibrant bottles will be distributed worldwide. Everyone will find a design that catches their eye and becomes a truly personalised gift – or the perfect addition to a party or collection. ABSOLUT UNIQUE goes on sale in Harvey Nichols and Selfridges from 1st October 2012 (RRP £21.50).
“ABSOLUT UNIQUE is an exciting project that presents the ABSOLUT bottle in its most vibrant form to date. ABSOLUT is famed for being innovative, particularly in the realms of art and design and UNIQUE continues to push the boundaries of creativity. The production process is a first of its kind and takes the limited edition concept to a new extreme - every bottle is a one- of-a-kind work of art.” says Adam Boita, Marketing Manager, Pernod Ricard UK
For ABSOLUT UNIQUE, ABSOLUT had to re-engineer its entire production line. It required a complex interaction of human and mechanical elements, and a carefully orchestrated randomness, to achieve the desired end result. Splash guns and colour-generating machines were set up and complex coating, pattern and placement algorithms were programmed in 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. A striking look was achieved by colour contrasts and a white, matt paper label that features each bottle’s unique number.
“ABSOLUT UNIQUE is a daring concept, even for a company as passionate about creativity as ABSOLUT," says Jonas Tåhlin, Vice President Global Marketing at The Absolut Company. "Anyone could do one or two unique products. We're making close to four million."
The result was even better than anticipated. "ABSOLUT UNIQUE feels a bit 'mad scientist,' a bit street art," says Jonas Tåhlin. "When the bottles first appeared on the conveyer belt, we cheered. By that point the production line looked more like an artist’s studio than a bottle factory. These are really striking bottles. Everyone will find a personal favourite."
"A lot of world-class creators have made their interpretations of our iconic bottle. But this time ABSOLUT was the artist," continues Tåhlin. "Our customers are all unique – so we wanted to give them each a one-of-a-kind bottle as individual as they are. We loved the concept. Making it happen was the hard part. Along the way we doubted whether this would be at all possible. Well, guess what? It is”.