The rainbow flag, the symbol of the Lesbian, Gay, Bi-Sexual and Trans-Sexual (LGBT) movement over the past 30 years, has been celebrated with a dedicated initiative known as Absolut Colours. This limited edition bottle features the rainbow motif as a second skin, with the famous bottle’s label text changed to embrace the diversity this movement proudly upholds.

Absolut Vodka is widely recognised as one of the first consumer brands to embrace the Lesbian & Gay Rights movements, particularly in the US, with supporting relations to the LGBT community dating back to the early 80’s.

“When ABSOLUT decided to support the rights of the individual, it was considered bold’’ says, Laura Stephen, Marketing Manager ABSOLUT, Pernod Ricard Australia. “Today the brand 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 colours shine and be proud of who they are.”

Here in Australia, the limited edition bottle — Absolut Colours – will be available in Sydney, Melbourne and Brisbane commencing February 2009. And in a further gesture in support of the local LGBT community, $1 from each bottle sold will be directly donated to the Bobby Goldsmith Foundation, a leading group who work in support of those living with HIV & AIDS, and who are also committed to issues of pride and equal rights for those community members.

In 1978, Gilbert Baker of San Francisco designed and made a flag with stripes representing the six colours of the rainbow as a symbol of Gay & 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 all over the world. For Sydney’s famous Lesbian & Gay Mardi Gras, which takes place in March, the flag acts as symbol of progress made, as well as the need to continue the fight for equal rights.

“There are few brands that can honestly say 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 those few who’ve supported Lesbian & Gay rights in times when it was needed. I am glad to see the support continues, and it is my sincere hope that ABSOLUT COLORS will help encourage people to let their true personalities shine through”.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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