Absolut Vodka launches LGBT on-trade exclusive bottle design

The brand is synonymous with its support for LGBT people and has launched many limited edition designs in the past.

Most notably, it sponsored and featured heavily in the US cult-classic RuPaul’s Drag Race until recently.

Adam Boita, head of marketing at Pernod Ricard UK, which owns the brand, said: “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.”

On-trade exclusive​

The new design will be available to the on-trade exclusively from June and will be supported by a major digital and social campaign, as well as point of sale.

Boita added: “Absolut will also be visible at Pride events across the country, amplifying its awareness with mobile bars as well as gifting sunglasses to help create excitement amongst customers.”

The limited edition bottle design follows a raft of new product launches from Absolut in recent years, including Absolut Cherry, Orient Apple and other flavours.

It also follows the vodka-makers Andy Warhol-inspired game, which saw the company partner with Punchdrunk and content company Somethin Else to create the game app.

Reduced-glass bottle​

A new reduced-glass bottle design​ for the whole portfolio was revealed last April and came with an updated two-line logo.

The bottle’s shape was altered to create more clearly defined shoulders, along with a straightened neck and body and a flattened base.

At the time, Caroline Mörnås, global design strategy manager at Absolut, said: “Through the recent redesign of our flavour range, we gained the confidence to implement a level of detail in our collaborators’ work in a way that previously would not have been possible.

“The end result is true to Swedish design tradition where every part has a purpose and is executed in a simple but elegant way.”