THE launch of the new Absolut Colours bottle celebrates the brand’s connections to the lesbian, gay, bisexual and transgender community, according to owner Pernod Ricard.
Absolut recently issued a video celebrating same-sex marriage, and the new bottle became available just as historic decisions on legalisation of same-sex marriage were made in Ireland and the USA.
Adam Boita, head of marketing, Pernod Ricard UK, said: “Absolut has a rich history of supporting equality and LGBT rights. We encourage retailers to join us in celebrating diversity in a fresh and bold way.
“Absolut’s tailored suite of POS, including shelf barkers and free-standing display units, will help maximise theatre in store. The bottles will also carry a neck collar that offers consumer serve suggestions .”
