Absolut’s Iconic Bottle Is Its Ticket to Younger Consumers

Staying competitive in a market flooded with new spirits

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It started with the Andy Warhol-designed bottle in 1986. Over the years, Absolut Vodka’s squat, glass-printed bottle has been the palette of its artistic ambitions and highbrow marketing. Now, Anna Kamjou, global design director of the Pernod Ricard-owned brand, says the iconic Absolut bottle is the brand’s ticket to younger consumers who are gravitating toward handcrafted spirits. Kamjou spent a year with design agency The Brand Union creating new abstract bottle designs for Absolut’s 11 flavored vodkas aimed at the under-35 crowd.

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