Maxxium Global Travel Retail is to launch a new seasonal gift pack for Absolut vodka in September 2008.

The one-litre pack is made from shiny red spangles, complete with a zipper in the back. On opening the pack, the zipper slides apart, revealing the bottle. The pack is made from 3,238 shiny red sequins, while the label states: “In an Absolut world every night is a masquerade.”

“We are more than confident that the new design will be at least as much appreciated as its ground-breaking predecessors, Absolut Bling Bling and Absolut Disco. said Director of V&S Absolut Spirits Global Travel & Retail Anders Olsson

The shiny red packaging was developed with design agency Family Business.