The new design aims to mark its ongoing support for creativity, as well as the lesbian, gay, bisexual and transsexual (LGBT) community.
Adam Boita, head of marketing at Pernod Ricard UK, said: “At Absolut, we support the notion of an inclusive world that allows people to connect without labels. The Absolut Mix design features the six colours of pride entwining together as semi-transparent triangles whilst maintaining their individuality – symbolising the unique connections that can be created when various individuals mix together.
"Consumers will notice the distinct absence of the overarching Absolut logo in the centre of the bottle – a nod to our support for the removal of social labelling.”
Boita continued: “Absolut Mix will be available to the grocery and impulse channels from June and its visual punch is sure to be a hit with shoppers for the summer party season. We’ll be supporting the launch with an expansive campaign, spanning partnerships with artists, digital, social, in-store media and stunning outer case artwork.”
To celebrate the launch of the limited edition bottle, Absolut will also highlight the mule cocktail and its many twists. Pernod plans to showcase the versatility of this summer favourite by using different Absolut vodka flavours such as Absolut Mandarin, Absolut Citron, Absolut Raspberri and the original Absolut vodka, each served with ginger beer and fresh lime juice.
To bring the launch of Absolut Mix to life in the UK, Absolut will be ‘mixing’ ten creative influencers from the worlds of music, fashion, art and contemporary culture, pairing them up to collaborate and customise their own Absolut Mix bottle. From the 18th June, the bottles will be auctioned through givergy.com to raise money for Stonewall - a charity renowned for its campaigning on behalf of the LGBT community.