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Pernod Ricard has launched a bottle made from 60% recycled glass for its Absolut vodka brand.

The limited-edition Absolut bottle will roll out worldwide

The limited-edition Absolut bottle will roll out worldwide

The limited-edition bottle, available globally, is Absolut's "most sustainable glass bottle yet", Pernod said this week. The move forms part of a new sustainability drive for the France-headquartered spirits & wine group that includes the expected unveiling of a paper bottle format.

Pernod announced in October 2019 the development of a paper bottle alongside brewer Carlsberg and soft drinks giant The Coca-Cola Co. A rival design is also in the pipeline from Diageo, PepsiCo and Unilever.

Commenting on the new glass bottle, Pernod's UK off-premise channel director, Chris Shead, said: "We know sustainability is important to shoppers, with data showing that 83% of consumers globally select brands that have a better record of sustainability. We also know that the Absolut limited-edition bottle is a collectable item for those loyal to the brand and we can't wait to give our consumers the chance to be a part of our sustainability journey."

In the UK, the limited-edition bottle is available in a 70cl format from all major supermarkets and convenience stores for GBP20 (US$27). A one-litre format is on sale in Costco and through Amazon for GBP28.

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