Click through to view Pernod Ricards Absolut Denim

Click through to view Pernod Ricard's Absolut Denim

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Pernod Ricard has launched a denim-wrapped gift sleeve for its Absolut vodka brand across travel retail.

Absolut Denim also features a packaging “shield” that keeps a freezer-cooled bottle cold for up to two hours, Pernod Ricard said today (8 March). The launch will be supported by a multi-media marketing campaign and installations in “major international airports”, Pernod said.

Pernod teamed up with Brooklyn designer Loren Cronk to create the denim sleeve, which also displays a QR code that takes consumers to the Absolut website's cocktail recipes. 

In September, the UK drinks industry's marketing watchdog rejected a complaint that a limited-edition bottle of Absolut Vodka appealed to under-18s.