Drinks giant Pernod Ricard has partnered with Brooklyn-based denim designer Loren Cronk to introduce its vodka brand Absolut in limited edition bottle - Absolut Denim - across travel retail.
The denim is lined internally with a high-tech shield with supreme cold preserving capacity that keeps the bottle cool for up to two hours, claims the company.
The packaging also features a QR code, which can be used by users to scan the product using smartphone and explore new cocktail recipes - Absolut Drinkspiration.
Absolut global travel retail director Anders Olsson said the company has been involved in creative collaborations to add new dimension to their Absolut brand.
"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," Olsson added.
The launch is being supported by a multi-media marketing campaign, including brand installation in major international airports and conducting tasting events.
