A tribute to Gilbert Baker, the American artist and LGBTQ+ rights activist known for having designed the rainbow flag in 1978, which over the years has become not only a symbol of inclusion, peace and love, but an emblem of openness and full awareness that the world it is an inestimable richness made up of unique and infinite colours.
On the occasion of the 40th anniversary of its Absolut business, the iconic vodka brand presents the limited edition Absolut Rainbow 2021, a limited edition bottle, whose goal is to celebrate the brand's 40th anniversary in support of the LGBTQ+ community.
“Inclusivity, diversity of identity and opinion, faith in change are values dear to Absolut which in the last 40 years has always supported freedom of expression and constructive dialogue between people”, says Elena Pedrazzi Brand Manager Pernod Ricard. “The concept of mixing people, which has always been present in the brand's DNA, recognizes added value in the diversity of individuals and still confirms today the company's commitment to affirming that regardless of gender, religion and skin colour, we are all free and equal, but with unique, different characteristics that make us who we are”.
Since 1981 Absolut has been supporting the LGBTQ+ community by firmly arguing that a colorful world, without any kind of language, sexual barriers is something to strive for.
The bottle design created in collaboration with the Gilbert Baker Foundation, a New York-based non-profit organization founded in 2017 with the aim of carrying on the legacy of the designer-activist, is a reworking of the iconic bottle created in 2008 with Gilbert himself.
The flag, the protagonist of the bottle, is made with bright metallic colors that come to life from different angles thanks to the liquid that works like a magnifying glass. The inscription “Sway It with Pride” appears on the back of the bottle, paying homage to a revolutionary artist and his legacy, which still lives on today.
Elin Furelid, Global Senior Marketing Manager Portfolio & Design at Absolut says: “The rainbow flag, created as a 'gift to the world' by Gilbert Baker, is a symbol of hope, equal rights and the freedom to love whoever you want. As longtime supporters of the LGBTQ+ community, the Absolut Rainbow 2021 bottle is dedicated to our dear friend."
The Absolut Rainbow 2021 limited edition is part of the #IRL (in real life) campaign, launched in January 2021 by the company and underlines the importance, in this historic moment, of being united even if at a distance, while waiting for the day in which you can go back to being freely together in real life.
One Source has been the production philosophy of Absolut Vodka for more than 100 years: every aspect of the production process takes place in the small village of Åhus in southern Sweden. Made exclusively with natural ingredients, Absolut Vodka has a rich, full-bodied and complex taste, yet smooth, with a distinct grainy character. Notes of caramel and vanilla are perceived, while the final note is fresh and fruity.
