An ‘Absolut Rainbow’ is what the world needs
Through the years, Absolut has activated a wide range of LGBT initiatives, including the first spirits bottle ever to wear the rainbow flag, which represents the diverse voices of the LGBTQ community coming together, celebrating difference in unity. The bottle was made in collaboration with Gilbert Baker, the designer behind the original flag.
Now that the rainbow flag is about to turn 40, Absolut wanted to give the rainbow a permanent place in its portfolio. The new limited edition bottle-absolut Rainbow Edition-- saw brush strokes added and screen-printed on the glass, creating a strong connection to the creative artists that have been inspired by the Absolut bottle in the past. “Taking pride in diversity, is what the world needs, now more than ever,” wrote the brand on its website.