Absolut wants to stir things up with the launch of Absolut Mix, the latest of the brand’s acclaimed series of limited edition bottles. Inspired by the six colors of the LGBT Pride flag, the design’s semi-transparent triangles allow the bottle’s colors to overlap in distinct ways when viewed from different angles. This intersecting effect symbolizes the connection that is created when various unique individuals mix together.
This mid-year release builds on previous Absolut limited editions that were intended to stir-up conversations about diversity and acceptance. The bottle’s design hints toward both the 2008 & 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.
In addition to celebrating diversity with its on-going relationship with the LGBT community, Absolut has championed self-expression in a variety of forums, recent examples include supporting the publication of author Coco Fusco’s Dangerous Moves, a book that explore the impact of censorship on artists in Cuba, as well as, our countless #AbsolutNights events around the world that invite people to connect with others through unique and unexpected experiences.