Pernod Ricard has unveiled a new redesign of its fruit flavored Absolut vodka range, which will roll out from August 2013 onwards.
The new look signals a deliberate move away from the more conventional fruit imagery utilized by fruit flavored spirits, Absolut said, in an effort to highlight the brand's position as 'premium, contemporary and progressive'.
The abstract designs are based around 'symbolism and myths' of the fruit ingredients in question, the company said.
Absolut Pear and Absolut Raspberri will be the first to hit shelves in August 2013, with the remaining flavors in the range to follow through 2013 and 2014.
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