Absolut is celebrating its legacy within the lesbian, gay, bisexual and transsexual (LGBT) community, with the introduction of an Absolut Colours bottle for the 70cl Original variant. Available now, the bottle will also host a neck collar including simple serve suggestions.
Adam Boita, head of marketing at Pernod Ricard UK, comments: “Absolut has a rich history of supporting equality and LGBT rights. We encourage retailers to join us in celebrating diversity in a fresh, artistic 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 consumers colour-coordinated serve suggestions – such as the Absolut One, Absolut Colourful and Absolut Proud.”
Absolut continues to perform ahead of the total vodka market in both the on and off-trade, growing at +11.1% volume and +13.6% value in the off-trade specifically [Nielsen, Off-Trade Vodka, Total Sales, Volume and Value, MAT to 28.03.15].