Absolut Continues To Fly The Flag For LGBTQ+ Community With New Absolut Rainbow Edition Bottle

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TORONTO, May 28, 2020 /CNW/ - Absolut has announced the latest version of its Absolut Rainbow Limited Edition bottle. Since 1981, Absolut has supported the LGBTQ+ community as part of the belief that a colourful, diverse and equal world is something to strive and work for. Available from June 2020, the bottle pays homage to American artist and gay rights activist, Gilbert Baker, with a newly designed bottle co-created with The Gilbert Baker Foundation.

Originally devised by artist Gilbert Baker in 1978, the rainbow flag has become a universal symbol for inclusion, peace and love. This bottle pays tribute to the iconic 2008 bottle collaboration between Absolut and Gilbert himself, where Absolut was the first spirit bottle to proudly wear the flag.

The Absolut Rainbow bottle has been co-created with the Gilbert Baker Foundation, a New-York based non-profit established in 2017 to carry on the legacy of the designer-activist who created the original Rainbow flag in 1978. The flag is magnified through the liquid and bought to life from different angles, alongside a hand-written script on the reverse of the bottle, titled "Sway It with Pride", which pays tribute to Absolut's late friend.  

Elin Furelid, Global Senior Marketing Manager Portfolio & Design at Absolut says "The rainbow flag, created as a "gift for the world" by Gilbert Baker, is a symbol of hope, equal rights and the freedom to love whoever you want. As long-standing supporters of the LGBTQ+ community for over 40 years, the Absolut Rainbow bottle is dedicated to our late friend and his legacy that continues to live on today".

The new limited-edition bottle will be available in select stores in British Columbia, Alberta, and Ontario.