The new bottle has a clear window at the bottom which Malibu claims “maximises shelf-appeal” by highlighting the contents.
The label and bottle shape have also been changed. Anna Kamjou, global director of design strategy at Absolut, said “We’ve refined everything – the logo, symbol and the typography – and the bottle shape itself. The new bottle is more slender with high shoulders, giving it a distinctive, modern feel that appeals to everyone.”
The new design may lessen environmental impact due to reduced weight. Blow production created a lighter bottle than previous models – 450g for the 70cl version and 455g for the 75cl.
The company said the redesign aims at “retaining all the fun and energy that characterizes the brand and adding more of a contemporary, modern feel.”