To mark the 30th anniversary of the Rainbow flag, Absolut vodka have released a limited edition of 311,000 bottles sporting rainbow colours. The bottle, which also features a message in support of diversity, comes with a cocktail recipe book with an introduction by Gilbert Baker, the San Fransisco activist who designed the Rainbow Flag all those years ago.
“Absolut Colors builds on our history as a brand that has always encouraged people to be who they are”, says Nina Gillsvik, International Brand Director Absolut at V&S Absolut Spirits. “Almost thirty years ago, when our company decided to do our bit in supporting the rights of the individual, we were considered bold. Today we can look back on those days and that decision with pride. For us, Absolut Colors is a natural way to continue to inspire people to let their true colors shine and be proud of who they are.”
Absotut have created a special microsite with a downloadable interview of Gilbert Baker and an opportunity for members of the public to record their own coming out stories.
In 1978, Gilbert Baker designed and made a flag with six stripes representing the six colours of the rainbow as a symbol of gay and lesbian community pride. Slowly the flag took hold, and today it is recognised by the International Congress of Flag Makers, and is flown in lesbian and gay pride marches worldwide. This year the flag acts as a symbol of progress made, and friends of the movement are invited to join the celebrations.
“There are few brands that can honestly say that they have helped to make a difference”, says Gilbert Baker, creator of the rainbow flag. “In my mind, and with my perspective, Absolut can definitely take pride in being one of few that supported lesbian and gay rights in times when support was needed. I am glad to see that the support continues and it is my sincere hope that Absolut Colors will help encourage people to let their true personality shine through.”
Over the last 25 years, Absolut has invested more than $20 million into the LGBT community, with some of those marketing dollars supporting LGBT organisations and events such as the GLAAD Media Awards, the 25th anniversary of the rainbow flag and the Gay Games. Absolut also has supported various gay and lesbian community centers, film festivals and pride parades.
“We are honored to be a part of the Absolut Colors initiative. Absolut has proven to be a longterm and reliable supporter of the LGBT community, says Russell Murphy, co-president of InterPride. “We will use the funds to support economically disadvantaged members of our organisation so that they can take part in our educational program and become better equipped for carrying out the Pride message on local level.”
The website (and its very annoying background "music") can be found at www.absolut.com/colors/
Read more about the Rainbow Flag here.
Please drink responsibly.