Absolut Vodka recently launched ‘Absolut Unique,’ a project in which the vodka makers will release 4 million limited-edition, unique bottles.
The project required a company’s production plant to be completely re-engineered; the ‘carefully orchestrated randomness’ to the bottle design involves using complex pattern programming alongside splash guns and color-generating machines to ensure that no two bottles come out the same.
The vodka bottles will be individually numbered and will be distributed globally in 80 markets, including the U.S., U.K., Germany, France, and China. Joan’s Tahlin, VP of Global Marketing at Absolut, commented that:
"Absolut Unique feels a bit mad scientist, a bit street art. When the bottles first appeared on the conveyer belt, we cheered. By that point the production line looked more like an artist’s studio than a bottle factory."