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In 1981, Absolut was the first brand to advertise in LGBTQ+ magazines, such as The Interview and The Advocate. All during a time when it was still considered controversial to collaborate with the LGBTQ+ movement. Throughout the 1980s, Absolut collaborated with well-known artists such as Andy Warhol, Keith Haring, and David LaChapelle and started working with GLAAD in 1989. 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 colorful, diverse, and equal world is something to strive and work for.

rainbow bottle


Absolut launched the first ever spirits bottle to wear the rainbow flag, which was made in collaboration with Gilbert Baker, the designer behind the original flag. To us, the rainbow flag represents the diverse voices of the LGBTQ+ community coming together, celebrating difference in unity. Shortly before the 40th anniversary of the rainbow flag, Absolut gave the rainbow bottle a permanent place in our portfolio. This time with rainbow strokes screen-printed on the glass, creating a strong connection to the creative artists that have been inspired by the Absolut bottle in the past. Absolut Rainbow Edition is limited in volume, but not in time. Consume what’s inside, but please share the responsibility of spreading the message on the outside! Taking pride in diversity is what the world needs, now more than ever.

Enjoy Responsibly. Do not forward to anyone under legal drinking age.