Absolut Vodka to launch limited edition range of unique bottles.
I think this is a good way of making something so disposable like a bottle a piece of art, a collectable in a way which could lead to more sales of this limited edition range.
It is a great way to reposition as a more luxury vodka, making each bottle unique - like what Patron does to tequila by hand making every bottle then assigning a unique number to them.
A great idea, and something that reflects the brands vision as it has already teamed up with artists before to make special bottles. This is definitely bringing it one step ahead of the popular vodka that always springs to mind - Smirnoff - but moving it up to the likes of Grey Goose and Belvedere at the same time with a average price tag.
They hit shelves in October.