Number 2 990 978, that's the Absolut Unique bottle that I'm having.
Absolut Unique’s tagline of ‘One of a kind. Millions of expressions.’ epitomises the artistic creativity that went into developing this limited edition and is probably one of the few brands in the world that could develop something like this.
To make every bottle become a one-of-a-kind work of art, Absolut had to re-engineer the entire production process. The colourful, vibrant bottles will be distributed worldwide. Everyone will find a design that catches their eye and becomes a truly personalised gift or the perfect addition to a party or collection.
The essence of Absolut Unique is the exceptional contrast with the millions of expressions outside with the consistent quality of the vodka on the inside. With Absolut Unique consumers can bring home their own unique piece of Absolut art.
“Absolut Unique is a daring concept, even for a company as passionate about creativity as Absolut. Anyone could do one or two unique products. We're making close to 4 million,” said Terence Ong, Sales and Marketing Director of Pernod Ricard Malaysia.
Every label of Absolut Unique has its own unique number which tells the consumer that the bottle is truly one-of-a-kind. The white, matte and slightly structured paper material of the label emphasizes the uniqueness of every bottle and gives it an authentic feel.
Absolut Unique is remarkable because it is arguably the only limited edition release that has been created by any spirits maker where every single bottle is different from the other. This variation and randomness has provided customers with a wealth of different expressions to choose from. It is truly Absolut Unique.
For Absolut Unique, Absolut had to re-engineer its entire production line. It required a complex interaction of human and mechanical elements, and a carefully orchestrated randomness, to achieve the desired end result. Splash guns and colour-generating machines were set up and complex coating, pattern and placement algorithms were programmed in to ensure that no two bottles would be alike. Thirty-eight different colours were used, and fifty-one pattern types were applied to the bottles.
"A lot of world-class creators have made their interpretations of our iconic bottle. But this time Absolut was the artist," continued Terence. "Our customers are all unique – so we wanted to give them each a one-of-a-kind bottle as individual as they are. We loved the concept. Making it happen was the hard part. Along the way we doubted whether this would be at all possible. Well, guess what? It is”.
Mattias Elg, a Quality Management Professor from the Linköping University in Sweden, figured out that ABSOLUT could create 94 quintillion bottles – that's 94 times 10 to the 18th power – before two similar ones would appear. That equals more than 13 billion bottles for each person on earth.