Swedish vodka brand Absolut has created a limited-edition bottle design that features the six colours of the rainbow flag.
Absolut Mix’s semi-transparent triangular pattern allows the bottle’s colours to overlap in distinct ways when viewed from different angles, Absolut said. It has been developed in support of pride, as cities around the world prepare to host their own celebrations.
The mid-year release builds on previous Absolut limited editions that were intended to stir-up conversations about diversity and acceptance. The bottle’s design hints toward both the 2008 and 2015 Absolut Colors editions, developed in collaboration with pride flag creator Gilbert Baker, as well as the 2009 No Labels edition – a bottle with no labels or logos, which celebrated the potential of a world where people were accepted for who they are, rather than judged with labels.
“Absolut believes that when different minds come together, they are enriched by one another,” said global communications director Gaia Gilardini.
“It is this belief that drives the brand’s support for self-expression, and creating a world where people are free to be true to themselves, while connecting with others without judgement or prejudice.”
To support the launch of Absolut Mix, the brand has developed Absolut Mixr, a web app created in collaboration with music streaming service Spotify that allows a group of friends to connect their accounts together, automatically mixing-up playlists for any occasion.
It has also teamed up with a series of artists to create a collection of limited-edition bottle designs in support of pride.
The brand gave each of the artists an Absolut bottle decorated with the triangular pattern and invited them to customise it in whatever way they saw fit.
The artists, who include Ed Marler, Henry Holland and SIBLING, adorned the bottles with illustrations, knitwear and even collages. The collection of bottles will be auctioned off in aid of Stonewall, the UK-based charity that campaigns for the rights of LGBT+ people.
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