This article looks at some innovative approaches to packaging, including the latest offering from The Absolut Vodka brand, who frequently innovate, often in the form of novel covers for the iconic bottle. One of the latest introductions also serves a more practical function. In some EU and Latin American markets, Absolut is being sold in the regular 750ml glass bottle placed inside a multi-part, injection moulded rectangular container in polypropylene, hinged from the base. Once opened, the "case" has end walls that can be erected to form two ice cube trays, while in the closed state, it has a carry handle for convenience. The limited edition pack is dubbed "the mini bar" and features the message "pop up and serve," as well as labelling to promote the football World Cup in S Africa.
