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Absolut presents its LoveIsLove Colours bottle

The latest limited edition Absolut vodka bottle showcases the brand’s support for people who “express their true selves through art, love or any other way, regardless of who or where they are”. 

The new Absolut Colours bottle is sleeved with the colours of flag designed in 1978 by the gay artist and civil rights activist Gilbert Baker as a message of solidarity, love and respect for diversity. Since then, the Rainbow Flag, also called the Pride Flag, has been  a symbol of the Lesbian Gay Bisexual & Transgender (LGBT) movement.

Speaking on the brand’s commitment to the community, Adam Boita, marketing controller, Pernod Ricard states: “Absolut has long supported freedom for creative and self-expression and encouraged people to be who they are. We look back at our history within the LGBT community with pride and are excited to use the launch of Absolut Colours as an opportunity to re-establish ourselves as true pioneers in our continuous support for equality.”

For more than 30 years, Absolut has engaged and supported the LGBTQA community through collaborations with artists, charities and high profile personalities. Advertisements included Absolut Commitment with matching bottles atop a wedding cake and Absolut Achievement which stacked film canisters into the Absolut bottle labelled with the titles of gay films like Stonewall, Boys Life, and Out at Work. Limited editions such as No Labels challenged prejudice about sexual identity by stripping the bottle of all logos, suggesting that the outside appearance should be eclipsed by what is inside. In 2003, Absolut supported the creation of the world’s largest rainbow flag, which stretched from the Gulf of Mexico to the Atlantic Ocean in Key West. 

Most recently, the brand has also partnered with British director Paul Frankl to produce the short film Roxanne, which explores transgender topics.

The Colours bottle has an RRP of £25.95.

17 August 2015 - Felicity Murray The Drinks Report, editor