This summer, 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.
To support the launch of this limited edition, the brand has developed Absolut Mixr, a web-app that aims to inspire #AbsolutNights at home, allowing people and music to mix together in new ways. Created in collaboration with Spotify, Absolut Mixr allows a group of friends to connect their Spotify accounts together, automatically mixing-up playlists for any occasion, based on everyone's favorite tunes. To try it, visit Absolut.com/mixr.
"Absolut believes that when different minds come together, they are enriched by one another. It is this belief that drives the brand's support for self-expression, and creating a world where people are free to be true to themselves, while connecting with others without judgment or prejudice," says Gaia Gilardini, Global Communications Director for Absolut.
The limited edition bottle is now available in selected retail outlets.
For a peak at #AbsolutNights events from around the world, visit Absolut.com and follow along on Instagram, Facebook or Twitter.
Absolut Vodka is imported, marketed and distributed by Farsons Beverage Imports Company (FBIC) Limited, a member of the Farsons Group.