While it may be best known for its artist-inspired ads and bottles, and more recently its city-inspired expressions like Brooklyn and Boston, Absolut vodka also has an activist side: In honor of Pride Month, the Swedish vodka label has unveiled a rainbow-themed bottle.
The limited-edition bottle launches nationwide this week. In addition to the bright rainbow colors wrapping the bottle in bold horizontal lines (slimming?), text across the front explains Absolut's celebration of the Pride concept: "In an Absolut world, everybody is encouraged to be who they are. That world is more colorful, diverse and respectful. Be proud of who you are and let your true colors shine. Absolut has been consumed by proud people since 1879. While Pride month is focused on celebrating respect and equality among lesbians, gays, bisexuals and transgenders, the concept is intended to include all people regardless of race, religion or sexual orientation and promote concepts of equality, justice and confidence.
According to publicity from the company, Absolut has been actively supporting the LGBT community since 1981 and was the first spirits company to support the LGBT community in the U.S. It has actively contributed through philanthropy and partnership with organizations such as OutFest, God's Love We Deliver, OutServe and The Trevor Project, and was a founding member of the GLAAD Media Awards (recognizing outstanding journalism covering LGBT issues).
While purchase of the bottle does not directly contribute to any specific event or organization, a company publicist notes that the brand will be participating in sponsorships at LGBT bars and parades throughout the country.
(Absolut's Pride 2014 Cocktail)
- 2 oz Absolut Vodka
- 3 oz Lemonade
- 2 oz Club Soda
Combine vodka and lemonade in a cocktail shaker. Add ice, shake well till well-chilled and strain into a highball glass with fresh ice. Top with club soda and stir lightly. Garnish with lemon wheel.
Absolut Pride is a limited edition bottle of Absolute Original vodka. It has an ABV of 40% and retails for about $25, available nationwide throughout the month of June. Please drink responsibly.
Thirsty for more? Check out National Spirits Examiner or NY Drinks Examiner.
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FTC Disclaimer: The author sometimes receives product samples for review, which carry no cash value and cannot be re-sold, and sometimes attends press events such as lunches or cocktail parties, designed to promote a given product. The author is not paid by any alcohol manufacturer, retailer or distributor, or provided compensation apart from revenue from an assigning publishing company for editorial publication. Opinions are the author's own. By the way, you should be 21 or older to read this page. Author received no comps for this article but happily supports his LGBT friends and family, and their right to respect and equal treatment under the law throughout the year.