Love is the most powerful force in the world.
And today the world needs it more than ever. That is why our new limited edition bottle is all about turning hate into love. We call it Absolut Drop, and it stands as a symbol for love and peace – and good spirits.
Holding hands. Walking down any street you want. Kissing your partner. Wearing the clothes you feel yourself in. We believe everyone should be able to do these things without fear, or challenge. Reports from Stonewall show that this is not the case for a number of people from the British LGBT+ Community.So, we’ve teamed up with Stonewall UK as well as leading voices in the LGBT+ community, to create a guide that will empower you to become an Absolut Ally. Curated with the help of Liv Little, Producer and founder of Gal Dem magazine, our guide will give you the tools and guidance to start your journey as an ally. Curious? Get yourself signed up.
We went to hate marches around the world and collected their signs. Then we extracted the ink and used it on Absolut bottles to communicate a more positive message. Love.
Absolut believes in creating a better, more open world.
One where everyone has the freedom to express their true selves, without fear or discrimination. For 35 years, we have been proud to stand behind with the LGBT+ community, championing equal love for all. We celebrate the right of individuals to love whomever they choose, wherever they come from.
Through the years, Absolut has activated a wide range of LGBT+ initiatives, including the first spirits bottle ever to wear the rainbow flag, which was made in collaboration with Gilbert Baker, the designer behind the original flag. More recently, we marked the 50th anniversary of the partial decriminalisation of homosexuality in England and Wales with our Kiss With Pride campaign.
This year, to celebrate LGBT History month we’re not just sending a message of love on our bottle and in our advertising. Absolut is also making a donation to Stonewall to support their mission. Become an ally and help us to shout down the haters. With love.
Can’t decide what drink to make? Each week we’ll teach you how to mix a new drink along with some bartending secrets to help you improve your skills on the way. Sign up now!
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