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In 1978, Gilbert Baker of San Francisco designed a flag with six stripes representing the six colours of the rainbow as a symbol of gay and lesbian community pride. Today, the flag is recognized by the International Congress of Flag Makers, and is carried along in lesbian and gay pride marches worldwide.
The people behind Absolut Vodka claim, that they´ve been supporting the lesbian and gay rights movements since the early eighties. Now, as the rainbow flag turns 30, Absolut joins the celebrations with a dedicated initiative: Absolut Colours.
With a limited edition package inspired by the rainbow flag, Absolut Colours will be introduced this month in travel and duty free stores as well as in retail stores in selected markets. 311.000 Absolut Colours bottles have been ordered worldwide.
Apart from the special edition bottle, the Absolut Colours initiative also includes a limited edition cocktail book. It is meant to be a guide to colourful drinks, based on the six colors of the rainbow flag.
Funds raised from the sales of the bottle and book, and also funds from an online campaign and initiatives on local markets are said to be donated to InterPride, The International Association of Lesbian, Gay, Bisexual, Transgender and Intersex Pride Coordinators. Absolut also supports various gay and lesbian community centres, film festivals and pride parades.
Link: www.absolut.com
Tanja Bempreiksz
