Pernod launches Absolut Rock

13 August, 2009

Pernod Ricard is to launch an Absolut Rock edition of its vodka bottle.

The studded leather bottle follows the success of the limited edition ‘Masquerade’ and ‘Disco’ bottles.

The gift pack will be available in 80 markets worldwide, including Global Travel Retail, starting from August/September.

In the UK, the product will be available in London’s Selfridges from September 1, before being rolled out to retail in October. It will sell for £19.99.  

Experiential and digital activity is to focus on delivering insights into a rock band’s personality and lifestyle, themed around backstage ‘rider’ demands of some of the most famous names in rock. 

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said: “Absolut has a genuine passion for creativity, and for decades it has been an integral part of rock culture, including collaborating with Lenny Kravitz and requested on many famous rock riders. Absolut Rock edition is our way of celebrating rock and invites consumers to feel like rockstars.” 

The new launch comes ahead of the UK launch of the brand’s new advertising campaign.