ABSOLUT VODKA was among the first consumer brands to openly embrace the lesbian and gay rights movements dating back to the early 80's. Now, in recognition of the 30th anniversary of the Rainbow Flag, the main symbol of the LGBT movement, ABSOLUT is launching ABSOLUT COLORS: a tribute to diversity, individualy and the pride of letting your own real colors shine through
ABSOLUT COLORS has three main components: A limited edition ABSOLUT COLORS bottle featuring a bright rainbow skin and a special message about embracing diversity. A limited edition ABSOLUT COLORS Coctail Collection book, filled with drink recipes in every color of the rainbow-and an introduction by Gilbert Baker, the San Francisco activist who created the rainbow flag. Plus a global web campaign that celebrates the LGBT movement by featuring self posted visitor-created coming out stories that express individual pride as well as the diversity respect and individuality that come together IN AN ABSOLUT WORLD.
press release by ABSOLUT :
ABSOLUT COLORS IS A TRIBUTE TO DIVERSITY AND INDIVIDUALITY
ABSOLUT VODKA is widely recognized as one of the first consumer brands to embrace the lesbian and gay rights movements, with supportive relations to the LGBT community dating back to the early eighties. Now, as the rainbow flag, the overarching symbol of the LGBT movement, turns 30, ABSOLUT joins the celebrations with a dedicated initiative, ABSOLUT COLORS.
“ABSOLUT COLORS builds on our history as a brand that has always encouraged people to be who they are”, says Nina Gillsvik, International Brand Director ABSOLUT at V&S Absolut Spirits. “Almost thirty years ago, when our company decided to do our bit in supporting the rights of the individual, we were considered bold. Today we can look back on those days and that decision with pride. For us, ABSOLUT COLORS is a natural way to continue to inspire people to let their true colors shine and be proud of who they are.”
ABSOLUT COLORS will be introduced in May, with the launch of a limited edition package inspired by the rainbow flag where the text on the bottle carries a message on embracing diversity. Apart from the special edition bottle, the ABSOLUT COLORS initiative will also include a limited edition cocktail book – the ABSOLUT COLORS Cocktail Collection. The book is a stylish guide to colorful drinks, based on the six colors of the rainbow flag.
“There are few brands that can honestly say that they have helped to make a difference”, says Gilbert Baker, creator of the rainbow flag. “In my mind, and with my perspective, ABSOLUT can definitely take pride in being one of few that supported lesbian and gay rights in times when support was needed. I am glad to see that the support continues and it is my sincere hope that ABSOLUT COLORS will help encourage people to let their true personality shine through.”
In 1978, Gilbert Baker of San Francisco designed and made a flag with six stripes representing the six colors of the rainbow as a symbol of gay and lesbian community pride. Slowly the flag took hold, and today it is recognized by the International Congress of Flag Makers, and is flown in lesbian and gay pride marches worldwide. This year the flag acts as a symbol of progress made, and friends of the movement are invited to join the celebrations.
The limited edition ABSOLUT COLORS bottles and cocktail book will be available in travel and duty free stores as well as in retail stores in selected markets. Funds raised from the sales of the bottle and book, and also funds from an online campaign and initiatives on local markets will be donated to InterPride, The International Association of Lesbian, Gay, Bisexual, Transgender and Intersex Pride Coordinators, to support the organization's worldwide networking, education and mutual support of member LGBT Pride Organizations. The Pride movement has three main premises: that people should be proud of their sexual orientation and gender identity, that sexual diversity is a gift, and that sexual orientation and gender identity are inherent and cannot be intentionally altered.
“We are honored to be a part of the ABSOLUT COLORS initiative. ABSOLUT has proven to be a longterm and reliable supporter of the LGBT community, says Russell Murphy, co-president of InterPride. “We will use the funds to support economically disadvantaged members of our organization so that they can take part in our educational program and become better equipped for carrying out the Pride message on local level.”