Since the early 1980's, we have been supporting the LGBTQ+ community as part of our strong belief that people should be free to love who they choose, and everyone should be free to express themselves.
The saying goes - you can choose your friends, but not your family. Not in our world. Since the early 80s, Absolut has proudly celebrated the LGBTQIA+ community and played a part in the coming together of Chosen Families in bars, clubs and community gatherings around the globe.
These venues have provided safe spaces where chosen families have formed, creating support systems for individuals looking and longing to belong.
That's the power of the queer community – Absolut is celebrating the power of chosen families and looking to another 40 years of forming family bonds over cocktails.
With this campaign and bottle, we want shine the light on all the flavors of family in the places they’ve made home. We wanted to celebrate those special people who see you through the smiles and the tears as we progress through the world. Who you share ideas, secrets, and drinks with. These are the people you create the best memories with. So here’s to the family you choose!
Try one of our tasty serves: Ginger Queen Realness, Drippin' Blushin' Russian' Russian or Zestravaganza. Play with garnishes to elevate these drinks for the best rainbow experience. Some ideas are: rainbow straws, edible glitter, bear gummies, belt gummies and coloured ice cubes.
Daniel, Sensory Manager, Absolut
Rico, Global Brand Ambassador, Absolut