Absolut flies the flag for diversity

Absolut rainbow bottle

Absolut is back again with a new limited-edition bottle to support the LGBTQ2 (Lesbian, Gay, Bisexual, Transgender, Transsexual, Queer, Questioning and 2-Spirited) community and drive sales this summer.

The new rainbow design is the brand’s third and consecutive bottle to support the LGBTQ2 community, with this year’s interpretation of the flag at the centre of a high-impact, multimillion-pound media campaign.

The bottle, which includes a ‘Taking pride in diversity’ statement on the back, contains Absolut Original and features a rainbow flag depicted in brush strokes, creating a hand-made look in-keeping with the brand’s artistic heritage.

Adam Boita, Head of Marketing at Pernod Ricard UK, said: “Our iconic bottle, clad in a rainbow design, is sure to grab the attention of shoppers due to its high visibility on shelf versus the rest of the category. We strongly recommend stocking this product ahead of our heavy-weight consumer activity to maximise the sales opportunity.”

The new Absolut limited-edition bottle will be available across the off-trade from July 2017 in 6 x 70cl cases. In-store POS is available upon request and includes a range of FSDUs, shelf-barkers and aisle fins.