Absolut has unveiled an innovative new bottle design aimed at supporting the LGBTQ (lesbian, gay, bi, transgender, queer) community and driving sales this summer.
The new rainbow design is the brand’s third consecutive bottle to support the LGBTQ community, with this year’s interpretation of the flag at the centre of a multi-million-pound media campaign.
The bottle, which includes a ‘taking pride in diversity’ statement on the back, contains Absolut’s Original flavour and features a rainbow flag depicted in brush strokes, creating a handmade look that Pernod Ricard believes to be in keeping with the brand’s artistic heritage.
Adam Boita, head of marketing at Pernod Ricard UK, says: “It’s going to be an exciting few months for Absolut, with this limited-edition bottle marking the start of an ambitious multi-million-pound marketing campaign for us.
“Absolut’s bold creativity and historical championing of the LGBTQ community has always been its point of difference, and with this year being the 50th anniversary of the decriminalisation of homosexuality in England and Wales, we’re proud to promote diversity once again.
“Our iconic bottle, clad in a rainbow design, is sure to grab the attention of shoppers due to its high visibility on shelf versus the rest of the category. We strongly recommend stocking this product ahead of our heavyweight consumer activity to maximise the sales opportunity.”
Premium vodka continues to drive growth within the spirits category, and Pernod Ricard claims that Absolut has by increased its distribution by 2% and grown by just under £2m year-on-year. Boita adds: “The brand is continuing to increase category value by encouraging shoppers to trade up into Absolut from standard vodka, with these purchases equating to 36% of sales, highlighting the importance of stocking premium SKUs.”
The new Absolut limited-edition bottle will be available across the off-trade from July 2017 in 6x70cl cases. In-store point of sale material is available upon request and includes a range of front of store pallets, shelf-barkers and aisle fins.
