Absolut’s diversity mix-up

Absolut Mix bottle

Absolut is introducing a new limited edition bottle design to mark its ongoing support for creativity, as well as the lesbian, gay, bisexual and transsexual community. This year, the brand has taken the rainbow flag – an icon of diversity – and mixed it up.

Adam Boita, Head of Marketing at Pernod Ricard UK, explained: “At Absolut, we support the notion of an inclusive world that allows people to connect without labels. 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.”

Absolut Mix will be available to the grocery and impulse channels from June. The launch will be supported with digital, social and in-store activity.

A raft of free POS solutions will be available to retailers, including shelf talkers, neck hangers and shelf trays. These can be ordered by contacting Sean Kilner on 0208 538 4481 or via email.

The brand is also introducing Absolut Mixr, a web-app that allows people and music to mix together in new ways. Created in collaboration with Spotify, the app allows a group of friends to connect their Spotify accounts together, automatically mixing-up playlists for any occasion, based on everyone’s favourite tunes.