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Absolut raises a glass to recycling with limited-edition bottle

Absolut has vowed not to bottle its responsibility toward minimizing packaging waste with the launch of a limited-edition design made from 41% recycled glass – the same as its existing range.

Designed to communicate the vodka brand’s long-term commitment to the circular economy by re-using material where possible to minimize its environmental footprint the special edition will be made available in over 80 countries from October.

Part of the ‘Create a Better Tomorrow, Tonight’ brand platform the initiative aims to prompt other brands to step up to the plate and commit to joining its #RecyclingHero initiative.

Henrik Ellstrom, Absolut's director of strategy and innovation commented: "Absolut has been committed to sustainable production methods for many years, and we are excited to be celebrating this and specifically our recycling efforts in the form of a bottle launch for the very first time.”

Tina Robertsson, lead for sustainable performance at Absolut, added: "We know that the Earth has a finite amount of resources and that we all need to take more responsibility for how we act in our daily lives and the choices we make. We, at Absolut, are determined to do our part from seed to sip.”

In tandem with these efforts, Absolut has authored a guide to sustainable living by drawing together advice from zero-waste influencer Lauren Singer, environmental journalist, Lucy Siegle.

Unilever has previously pledged to save 200 London busloads of plastic waste per year by developing technology to allow black plastic to be recycled.