The body of the unique 'art' bottle, produced in the Absolut trademark shape, features specialist artwork from Romero Britto, the innovator of "neo-pop cubism", whose design is meant to portray an optimistic outlook on life.
The bright colours and abstract designs, combined with the solid, all-over colouring, said to be atypical of the Absolut bottle, result in an eye-catching package.
The bottle is the first in a series of special edition packages for Absolut as part of the brand's ongoing collaboration with international artists. The Limmared plant used specialist printing techniques at its in-house Decorative Services operation to print the final artwork directly onto the glass. Ceramic inks in a variety of colours were fired directly onto the glass surface, providing a premium look while, using its silk screening technology, Rexam Glass also transferred specialist organic inks onto the bottle to complete the artist's impression and give a tactile feel.
Says marketing manager for Rexam Glass's Scandinavian operations Jon Norskov: "The final package is aesthetically stunning while still retaining Absolut's strong brand identity through its unmistakeable shape and quality."
