Pernod Ricard launches limited-edition Absolut America

by Melita Kiely

Pernod Ricard has released a limited-edition US-inspired Absolut bottle design and will donate part of its profits to the Keep America Beautiful organisation.

Painted in the colours of the American flag, red, white and blue, Absolut hopes the design will “bring people together – regardless of background, border or belief" this summer. Shefali Murdia, brand director at Absolut, Pernod Ricard USA, said: “Absolut has always embraced the magic of mixing – from cocktails to cultures to communities. “With our new America bottle and partnership with Keep America Beautiful we’re mixing up the summer party scene – with delicious cocktails and a side of giving back.” From May until 3 September 2018, for every photo shared showing how people “party with purpose” using the #AbsolutAmerica and #Promotion hashtags the vodka brand will donate US$1 to Keep America Beautiful. The non-profit organisation works to inspire and educate people nationwide to improve and beautify their communities. It is expected that Absolut’s donations will support Keep America Beautiful’s Great American Cleanup – the country’s biggest community improvement programme. Helen Lowman, president and CEO of Keep America Beautiful, said: “As one of the first organisations to embrace the power of public/private partnerships, joining forces with eco-friendly, responsible brands like Absolut is crucial to the success and impact of our organisation as we work to end littering, improve recycling and beautify America’s communities.” Earlier this year, Absolut revealed a “humorous” global campaign featuring naked employees to emphasise the transparency of its vodka.