Pernod Ricard-owned Absolut Vodka has released its 2021 edition bottle made with 60% recycled glass – the brand’s most sustainable design to date.The blue design showcases the importance of sustainability and circular packaging. It also features 16 embossed swirls to symbolise celebrating moments together. Previous Absolut bottles have been made with 41% recycled glass. Chris Shead, off-trade channel director for Pernod Ricard UK, 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 [JTW report]. “We also know that the Absolut limited edition bottle is a collectible 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 October 2019, Absolut partnered with The Paper Bottle Company (Paboco) to create a fully bio-based and recyclable paper bottle. As part of the collaboration, Absolut is planning to roll out its prototype paper bottles, which are made of 57% paper and 43% recycled plastic. It is the brand’s first move in creating a wholly bio-based bottle. The launch of the 2021 edition bottle will be supported by above-the-line media, PR and influencer activity from February. It will be available to buy in the UK from supermarkets and convenience stores for RRP £20 (US$27) per 700ml bottle, and in a one-litre format from Costco and Amazon for RRP £28 (US$38). Absolut said vodka remains the top spirits category in the UK off-trade, with the sector back in growth over the last 10 months, according to Nielsen. Over the last year, Absolut has increased by 33.3% making it the number one premium-plus vodka. Earlier this month, Pernod Ricard-owned Beefeater London Dry gin unveiled a more sustainable packaging design that will allow the brand to save 410 tonnes of plastic every year.