Absolut is celebrating its legacy within the lesbian, gay, bisexual and transsexual (LGBT) community, with the introduction of an Absolut Colours bottle for the 70cl Original variant.
In-store from July, the bottle will also host a neck collar including simple serve suggestions. It’s fair to say the variant will stand out on-shelf.
Absolut says the brand has a strong affinity with the LGBT community, and it isn’t just putting a rainbow on a bottle – it’s making a real statement about equal rights.
To capture the attention of individuals across the world, Absolut recently issued a video celebrating same sex marriage, with an underlying message that there is some way to go in achieving complete approval on the matter across the globe.
The brand continues to perform ahead of the total vodka market in both the on and off-trade, growing at +11.1% volume and +13.6% value in the off-trade specifically.
Adam Boita, Head of Marketing, Pernod Ricard UK, commented: “Absolut has a rich history of supporting equality and LGBT rights. We encourage retailers to join us in celebrating diversity in a fresh, artistic and bold way.”
A suite of POS, including shelf barkers and free-standing display units, is available to retailers.
