Absolut launches limited edition Pride bottle

Charlotte Maxwell

Charlotte Maxwell is a Vada Magazine staff writer.

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Absolut, partnered with Stonewall, has collaborated with a variety of artists for London Pride 2016 and launched Absolut Mix.

The new bottle design, the new edition to the renowned series, features the rainbow colours of the LGBT Pride flag displayed in an adornment of semi-transparent triangles. The triangles have varying overlaps, when viewed from different angles, reflecting the intersections within the LGBT community.

The bottle’s design hints toward both the 2008 and 2015 Absolut Colors editions developed in collaboration with the Pride flag creator Gilbert Baker, as well as the 2009 No Labels edition, a bottle with no labels or logos, which celebrated the potential of a world where people were accepted for who they are, rather than by any labels.

This year, especially for London Pride, a number of artists have designed bespoke bottles to be auctioned via Givergy – with all proceeds going directly to support the UK’s leading LGBT equality charity Stonewall. Designers include Years & Years’ Olly Alexander, Henry Holland, Gareth Pugh, Nicola Formichetti, SIBLING, Bobby Abley, Lyall Hakaraia, Sing the Pink, Piers Atkinson, Ed Marler, Fred Butler and Princess Julia amongst others. You can place your bid at the click Absolute website.

‘Absolut believes that when different minds come together, they are enriched by one another. It is this belief that drives the brand’s passion for self-expression, to create a world where people are free to be true to themselves and connect with others without judgment or prejudice. We are incredibly proud to collaborate with creatives from the world of art, music, fashion and nightlife, to add their signature mark to our beautiful Mix bottle, and support the fantastic work of charity Stonewall,’ says Rick Bennett-Baggs, Senior Brand Manager.

To support the launch of this limited edition, the brand has developed Absolut Mixr, a web-app that aims to inspire #AbsolutNights at hom. Created in collaboration with Spotify, Absolut Mixr allows a group of friends to connect their Spotify accounts together, automatically mixing-up playlists for any occasion, based on everyone’s favorite tunes.

Absolut Mix is now available at supermarkets nationwide priced £21.99.

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