News

Pernod Ricard is to give new meaning to the phrase 'on the rocks' this month when it launches a special edition bottle of Absolut vodka bottle clad in leather and studs.

The Absolut Rock Edition is due to go on sale next month and will initially be on sale in department store Selfridges before becoming more widely available in October.

The drinks giant is to put the pack at the heart of a new marketing campaign linking the vodka to rock music and which, it claims, aims to make its consumers feel like rock stars.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said that the pack was "our way of celebrating rock" and builds on the brand's relationship with Selfridge's, where it recently also launched its ‘No Label' bottle.

Its launch is the latest in a series of limited edition bottles for the vodka, which have included the limited edition Masquerade and Disco bottles in recent years.

Details of who created the bottle for Pernod Ricard have not been made public.