Absolut Launches Limited Edition Rainbow Bottle

Absolut has launched a limited edition bottle to support the LGBT+ community and drive sales. The new design depicts the colors of the rainbow flag running vertically around the bottle in a brushstroke style, and “Taking pride in diversity” written on the back.

Absolut has launched a limited edition bottle to support the LGBT+ community and drive sales. The new design depicts the colors of the rainbow flag running vertically around the bottle in a brushstroke style, and “Taking pride in diversity” written on the back. This is the third design the company has created in support of the LGBT+ community and it has chosen to use the pride flag as the focus of a multi-million pound media campaign.

Adam Boita, head of marketing at Pernod Ricard UK, said: “Absolut’s bold creativity and historical championing of the LGBT+ community has always been its point of difference and with this year being the 50th anniversary of the decriminalization of homosexuality in England and Wales, we’re proud to promote diversity once again.”

“Our iconic bottle clad in a Rainbow design is sure to grab the attention of shoppers. We strongly recommend stocking this product ahead of our heavyweight consumer activity to maximize the sales opportunity.” It is available from July in 6x700ml cases and retails at £19.45