Absolut goes on sustainability drive with limited edition bottle
Absolut is aiming to encourage recycling with the launch of a new limited edition bottle.
The bottle is made of more than 41 per cent recycled glass, as with all of the vodka brand's bottles.
It is part of the brand's 'Create A Better Tomorrow, Tonight' campaign, which Absolut says is about creating positive change through creativity.
The company wants people to join its #RecyclingHero "movement" as it believes that "together we can create a better tomorrow."
The campaign also sees the launch of a guide to so-called 'circular living', with guides on sustainability from zero-waste influencers and experts.
Henrik Ellstrom, Absolut's director of strategy and Innovation commented: "Absolut has been committed to sustainable production methods for many years; and we are excited to be celebrating this and specifically our recycling efforts in the form of a bottle launch for the very first time.
"We believe that a glass bottle must have a second life; the new limited edition bottle is a pure manifestation of this belief. We hope that our new circular living campaign will inspire more people to use creativity in order to waste less."
Tina Robertsson, lead for sustainable performance at Absolut, added: "We know that the Earth has a finite amount of resources and that we all need to take more responsibility for how we act in our daily lives and the choices we make. We, at Absolut, are determined to do our part from seed to sip. We also want to continue to enlighten our consumers about what we do and how they can have less impact on our precious environment.
"Here at Absolut, we are proud of our "One Source" production philosophy and we strive to achieve a more circular way of production, which also means that waste is seen as a resource and part of a continuous cycle. We recycle and reuse as much as possible and we believe that with a little creativity we can all drive positive change and find the power and beauty in waste, ultimately reducing the negative impact that we have on our planet and creating a better tomorrow for generations to come."