A key part of this longstanding legacy began in 2003 when Absolut was one of the sponsors for the creation of the world’s longest Rainbow flag, which stretched from the Gulf of Mexico to Atlanta in Key West. This unofficially marked the beginning of Absolut’s relationship with Gilbert Baker, the creator of the original Rainbow flag. In 2008 the first ever Absolut Pride bottle was launched, in collaboration with Gilbert Baker, to celebrate the 30th anniversary of the Rainbow flag. This was the first Spirit bottle to wear the iconic flag designed by one of the most prominent forces of the modern LGBTQ+ movement. Since then, each Absolut Rainbow Limited Edition bottle has paid tribute to Gilbert Baker and the partnership with the Gilbert Baker Foundation continues to this day.
But Absolut’s legacy goes all the way back to the 1980s. Starting in 1981, Absolut was the first brand to advertise in LGBTQ+ magazines, such as The Interview and The Advocate. This was during a time when it was still considered controversial to collaborate with the LGBTQ+ movement but this was just the first step in the brand’s longstanding support of the LGBTQ+ community.
Throughout the 1980s, Absolut collaborated with well-known artists such as Andy Warhol, Keith Haring and David LaChapelle and started working with GLAAD (Gay and Lesbian Defiance Against Defamation) in 1989, which included sponsoring the GLAAD media awards.
The beginning of the 1990s were marked by the bold launch of Absolut Statehood in 1992. This was one of the brand’s most ambitious art projects to date and all proceeds were donated to the American charity Design Industries Foundation for AIDS (DIFFA) to support research in the field.
Since the early 2000s, Absolut has launched a variety of campaigns across the globe in support of the LGBTQ+ community. From Absolut Colors, with various messages linked to the LGBTQ+ movement in 2008 (relaunched in 2014 and 2015) to promote gender equality and equal rights, to Absolut’s No Labels bottle in 2009, as a tribute to a world where everyone can be who they are – without labels, to its most recent Kiss With Pride campaign in 2017 and Absolut Love campaign in 2019.
This longstanding legacy brings to life Absolut’s core belief that a colourful, diverse and equal world is something to strive and work for.
COCKTAILS WITH ABSOLUT RAINBOW
40 ml Absolut Vodka
20 ml Kahlúa
20 ml Espresso
3 Whole Coffee Beans
How to make
Fill a shaker with ice cubes. Add all ingredients. Shake and strain into a cocktail glass. Garnish with coffee beans.
40 ml Absolut Citron
20 ml Triple Sec
20 ml Lime Juice
20 ml Cranberry Juice
1 Twist Orange Zest
How to make
Fill a shaker with ice cubes. Add all ingredients. Shake and strain into a cocktail glass. Garnish with an orange zest twist.
ABSOLUT FIZZY SODA
45 ml Absolut Vodka
135 ml Soda Water
How to make
Fill a highball glass with ice cubes. Add all ingredients. Garnish with lime.
WHAT DOES ABSOLUT ORIGINAL TASTE LIKE?
“Mouthfeel is exceptionally smooth. Settling very peacefully it slowly descends in a harmonised way. The taste has slight hints of caramel and vanilla and the finish is fresh and fruity. Absolut Vodka is the true definition of balance and harmony.”
Daniel, Sensory Manager, Absolut
“It coats your mouth with this long-lasting feel and stays there. Delicious.”
Rico, Global Brand Ambassador, Absolut
ABSOLUT RAINBOW, 40% ABV
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*Serving = 30ml
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