The spirits brand Absolut Vodka aims to champion diversity, connection, and sustainability through the launch of a new limited-edition bottle containing 80% recycled glass.

According to Absolut, the blue bottle of Absolut Voices has the highest percentage of recycled glass used in its products to date.

The design features rippling soundwaves to celebrate “the wavemakers and the trailblazers of the world”. A custom medallion in one of four colours also distinguishes the new bottle.  

“Celebrating diverse and different viewpoints has always been in our spirit,” said Elin Furelid, Global Head of Absolut Portfolio & Design. She went on to add:

“From championing international artists and activists in the 80s, to our longstanding support of the LGBTQ+ community, including our collaboration with the Gilbert Baker Foundation, who are dedicated to the legacy of the Rainbow Flag’s original creator.

“We’re continuously inspired by the idea that the world becomes a better place when we come together beyond differences, share good times and empower one another. That spirit is what Absolut Voices is all about.”

Through the launch of this distinctive bottle, Absolut aims to encourage people to get together once again and connect over a drink of the Swedish spirit.