Power of Print 2024 – Elin Furelid, The Absolut Company

Elin Furelid – Director of Future Packaging, The Absolut Company

Elin Furelid is the Director of Future Packaging for The Absolut Company. With a dynamic career spanning over 15 years in product strategy, innovation, and design, Elin Furelid emerges as a driving force for positive transformation. Recognised for her pivotal role in driving innovation for Absolut Vodka, Sweden’s largest food export present on more than 100 markets globally, Elin has consistently devoted herself to infusing creativity into her professional journey.

As the Director of Future Packaging at The Absolut Group, Elin leads The Absolut Company’s Future of Packaging program—a visionary initiative designed to delight consumers while minimising waste and reducing the overall climate impact. This visionary role positions Elin at the forefront of progressive change, allowing her to marry historical values and brand DNA with forward-thinking design and packaging that consumers wants and the world needs.

Elin’s commitment to positive change is exemplified by the Absolut Paper Bottle project—a testament to her drive to champion paper as a primary material complementing the iconic glass bottle. Beyond her illustrious marketing career, Elin has a background as a former elite athlete, having played European Handball in Sweden and Greece. This showcases her unwavering determination and commitment to excellence in both professional and personal pursuits.

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