Absolut launches on-trade activity to support gay equality

Absolut gay

A special-edition bottle, cocktail ideas and point-of-sale materials are to be rolled out for Absolut vodka as part of its support for gay people and equality.

From May, it is introducing an Absolut Colors 70cl bottle carrying the rainbow colours of the lesbian, gay, bisexual and transgendered (LGBT) community.

Pernod Ricard UK will support the on-trade with menu tools, dummy bottles, shot trays and other POS to help maximise theatre in outlet.

It is also offering its customers themed mobile bars and a range of simple, colour-coordinated serve suggestions such as the Absolut One, Absolut Colourful and Absolut Proud. See below for the ingredients.

Absolut will also issue an artistic video celebrating same-sex marriage, with an underlying message that there is some way to go in achieving complete approval on the matter across the globe.

Adam Boita, head of marketing at Pernod Ricard UK, said: “Absolut has a rich history of supporting equality and LGBT rights. We encourage the on-trade to join us in celebrating diversity in a fresh, artistic and bold way.”

Absolut One
5 parts Absolut Vodka
3 parts Lemon juice
2 parts Jasmin tea syrup

Absolut Colourful
5 parts Absolut Vodka
2 parts Agave syrup
½ Lime
1 Passion fruit

Absolut Proud
2 parts Absolut Vodka
1 part Medium dry sherry
1 part Grenadine
1 part Lemon juice
6 Raspberries

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