Absolut launches Denim special edition

Absolut vodka has released a special edition clothed in denim designed to keep the product ice cold.

Absolut denim is lined with an insulating material to keep the vodka cold

The new package is destined for travel retail outlets and has been created by Brooklyn based denim designer Loren Cronk.

The denim is lined with “a high tech shield with supreme cold preserving capacity,” according to Absolut brand owner Pernod Ricard.

Also incorporated is a QR code which, when captured with a smartphone, takes consumers to a website devoted to cocktail recipes called Absolut Drinkspiration.

“Exciting creative collaborations have always been a core source of energy for Absolut in our constant strives to enter new dimensions in our brand evolution,” said Anders Olsson, director of The Absolut Company Global Travel Retail.

“Loren Cronk is just the kind of gifted artist, creator and entrepreneur that has the capacity to push boundaries, which is what Absolut is all about.”

The vodka category is renowned for unusual packages and increasingly bizarre variants, and Absolut is of course master of the flavoured vodka since it launched its first, Peppar, as long ago as 1986.

For more on flavoured vodkas see db’s top 10 bizarre vodka variants.