Pernod Ricard, Absolut's parent company have announced the release of a new super premium Absolut bottling, predictably for the travel market, according to their press release it is 'the most exclusive and luxurious version of it's iconic Absolut Bottle'. Designed by Swedish designers Skogsberg&Smart, it is made from Hand Blown Crystal from the Swedish Reijmyre glassworks in the Ostergotland region.
In terms of Presentation, each bottle is supplied with a hand-made chest clad in classic flannel pinstripe fabric, which opens to reveal the bottle, along with two hand-crafted crustal tumblers, and small vodka accessories. Each set and Bottle is numbered, and limited to 800 in number, and a special edition in black will be released in a strictly limited run of 10 pieces.
The set was launched on the 6th of September in Stockholm's Arlanda Airport, and is set to be released in other duty free's later in the autumn/winter. The price of each crystal set will be £1000, and the black crystal will be priced at £7,000 per set.
According to Absolut's marketing, and clearly all of the presentation, this release is inspired by Saville row's tradition and suiting. We feel that it is all well and good for a brand to release a super premium product, and to ask a super premium price, however, there is no evidence that Absolut have done anything more than asked a premium price for soem window dressing.
The spirit inside these decanters is the same bog standard stuff that is found inside avery £15 pound bottle of Absolut in Sainbury's, Tesco's or Asda, nothing has changed except the packaging. This is clearly and attempt from a middle low end brand famous only for a selection of novelty bottles to break into the highly lucrative and fast growing super premium spirits world.
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