EUROPE. Pernod Ricard Global Travel Retail has collaborated with Gebr. Heinemann to launch Absolut Gift – a digitally enhanced way to gift a bottle of Absolut Vodka. 

Specially designed bottles of Absolut Vodka Original (1-litre) are now available exclusively in Gebr. Heinemann stores at select European airports, offering travellers the chance to personalise their purchase as a gift. 

By scanning a QR code on the bottle, shoppers can access various themes and add photos, emojis, written messages or voice notes. This feature lets up to five people collaborate to create a personalised message.  

The recipient can then scan the bottle with the Absolut app to view the message in augmented reality. 

Absolut Gift was trialled earlier this year with Italian consumers on Amazon as part of an initiative by Pernod Ricard’s Future of Packaging team to deliver a packaging-related experience. 

The collaboration with Gebr. Heinemann marks the first time the product has been launched in a live retail setting.  

It is being marketed to travellers through in-store educational materials and trained brand consultants, as well as online and via social media channels. 

After scanning the QR code, consumers can follow a step-by-step tutorial to create and share their digitally personalised bottle. 

Pernod Ricard Global Travel Retail Brand Director Rae Gibson commented: “This travel retail-exclusive concept aligns perfectly with Absolut’s strategy to maintain leadership in the category through innovation.  

“It also reflects our shared sustainability and responsibility ambitions to pare back waste from secondary packaging and use typical, physical travel retail resources, such as gifts with purchase to add extra appeal to our products.  

“We know this is something Gen Z travellers in particular care deeply about, so we’re excited to see how they respond to the convivial connection opportunities offered by Absolut Gift as we approach the biggest gifting season of the year.” 

Gebr. Heinemann Head of Buying Spirits Manuel Schilling added: “We are excited to collaborate with Pernod Ricard Global Travel Retail and Absolut on this innovative concept that combines a physical bottle with a versatile digital message.

“This inventive personalisation option will be a hit with travellers, allowing them to create unique and memorable gifts for their loved ones.  

“We are proud to be a valuable travel companion in their journeys, adding a touch of surprise and delight to their travel experience.” ✈

Embracing the festive season with Pernod Ricard Pernod Ricard hosted its annual Christmas luncheon yesterday (28 November) at Ochre Restaurant in The National Gallery, London. Guests and media were invited to ‘toast to the Christmas season at the house of festive spirit’.