Absolut
In 1981, Absolut became one of the first brands to engage with the LGBTQIA+ community. Today, more than ever, the community needs people and brands alike to show up with genuine support through concrete action.
The Absolut response has been to create the Ally programme - and through FY23, two separate but connected communication strategies have reinforced the brand’s belief that every human being deserves respect, dignity and a sense of belonging.
Absolut has always been a brand that celebrates unique voices, fosters human connection, and addresses the issues that matter most to the people we serve. The Absolut Ally programme does this meaningfully, by creating spaces where everyone feels welcome - and safe.”
Building allyship
In the US, Absolut celebrated the power of allyship through Pride Month, while continuing to support this community throughout the year with the specific intent of helping bars and restaurants in their efforts to be strong LGBTQIA+ allies in the fight against discrimination. At the core of the programme is the Absolut Ally Initiative, which provides monetary grants to community centres, so they can remain key support centres for the people they serve. In addition, Absolut Ally provides training and education programmes to show how anyone, LGBTQIA+ identified or otherwise, can create safe and inclusive spaces.
A similar focus in India recently saw the brand expand on its support for inclusion and diversity through a powerful digital and social media campaign to coincide with Pride celebrations, using leading voices from the community to help educate and build greater allyship. Absolut also partnered with bartending collective Mister Bartender to promote mixology, and organised workshops to raise awareness and encourage greater understanding of the issues faced by the LGBTQIA+ community.
Spanning over 33 countries globally, Absolut will also launch the Rainbow Limited Edition bottle, a global initiative in partnership with the Gilbert Baker foundation, named after the designer of the Rainbow Flag in 1978.