Absolut has launched a limited-edition bottle in support of the LGBTQ community, marking the 50th anniversary of the decriminalisation of homosexuality in England and Wales.
The limited edition pack, which roll out from July, features the rainbow flag depicted in brush strokes, accompanied by a statement on ‘taking pride in diversity’ (rsp: £19.45/70cl). The launch will be backed by multimillion-pound push over coming months.
It marks the third year running the Pernod Ricard vodka brand has launched an LGBTQ-themed bottle. “We’re proud to promote diversity once again,” said Pernod Ricard UK head of marketing Adam Boita.
The NPD follows years of boycotts of Russian vodka brands by shoppers in response to the country’s anti-LGBTQ stance.
Absolut’s value sales grew 16.9%m to £33.8m last year, with volumes up 18.7% to 1.46 million litres [Nielsen 52 w/e 8 October 2016].