Absolut begins Absolut Comeback promotion
Absolut vodka has begun a promotion called “Absolut Comeback,” intended to encourage recycling. The initiative features a limited-edition decorative bottle made with approximately 41% recycled glass. The design of the bottle depicts ways in which the bottle can be reused. The bottle will be sold nationally. Absolut is distributed in Canada by Corby Spirit and Wine.
“Absolut has been committed to sustainable production methods for many years,” said Henrik Ellstrom, director of strategy and innovation for Absolut. “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. Absolut Comeback is a pure manifestation of this belief. We hope that our new limited-edition bottle campaign will inspire more people to use creativity in order to waste less.”