Pernod Ricard UK has introduced the latest limited-edition bottle for Absolut vodka, celebrating diversity with a design inspired by the rainbow flag.
It reflects the brand’s ongoing support for lesbian, gay, bisexual and transsexual (LGBT) people and has been launched to coincide with this summer’s Pride festivals.
Adam Boita, head of marketing at Pernod Ricard UK, said: “The Absolut Mix design features the six colours of Pride entwining together as semi-transparent triangles whilst maintaining their individuality – symbolising the unique connections that can be created when various individuals mix together.
“Consumers will notice the distinct absence of the overarching Absolut logo in the centre of the bottle – a nod to our support for the removal of social labelling. At Absolut, we support the notion of an inclusive world that allows people to connect without labels.”
To celebrate the latest limited-edition bottle, Absolut will be championing the Mule cocktail and its many twists, showcasing its versatility using Absolut Mandrin, Absolut Citron, Absolut Raspberri and the original Absolut vodka, each served with ginger beer and fresh lime juice.
Adam added: “We’ll be supporting the launch with an expansive campaign, spanning partnerships with artists, digital, social and a suite of POS solutions. Absolut will also be visible at Pride events across the country, amplifying its awareness with mobile bars as well as gifting sunglasses to help create excitement amongst customers.”
Other activities include “mixing” 10 creative influencers from the worlds of music, fashion, art and contemporary culture, pairing them up to collaborate and customise their own Absolut Mix bottle. The bottles are being auctioned through givergy.com to raise money for Stonewall, a charity renowned for its campaigning on behalf of LGBT people.
The auction will be celebrated on June 25 with a summer party at the Groucho Club in London where brand ambassador Ricardo Dynan will mix up Absolut cocktails for guests. Consumers can win tickets online over the summer period.