Elin Furelid, formerly leading Portfolio and Innovation at Absolut for nearly a decade, now serves as Director of Future Packaging at The Absolut Group. With over 15 years of marketing expertise, specialising in product strategy, innovation, and design, Elin spearheads The Absolut Group’s Future of Packaging program. Her visionary leadership merges historical values with forward-thinking design, evident in initiatives like the Absolut Paper Bottle project, showcasing a commitment to sustainability. With a background in elite athletics, Elin embodies determination and excellence. Join her in shaping a brighter future for packaging and consumer products.