Absolut sheds label for launch
An Absolut bottle with no label and no logo is to be released into international markets by Pernod Ricard.
An Absolut bottle with no label and no logo is to be released into international markets by Pernod Ricard.
The pack is to make its debut in Swedish tax-free and duty-free stores until the end of June, through retailer Nuance Sweden.
Nuance will then have exclusivity in the rest of Scandinavia until August, after which the limited edition bottle will be made available to selected outlets in major world cities.
The pack is naked except for a removable sticker providing a No Label campaign message and a website address to find out more details.
Anders Olsson, global travel retail director of Pernod Ricard's Absolut Co, said: "In an Absolut world there are no labels.
"No one is judged on the basis of prejudices and everybody is encouraged to be who they really are.
"Seeing beyond stereotyped labels makes the world more vibrant, diverse and respectful."
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