Rainbow revolution

Absolut ColoursTHE launch of the new Absolut Colours bottle celebrates the brand’s connections to the lesbian, gay, bisexual and transgender community, according to owner Pernod Ricard.
Absolut recently issued a video celebrating same-sex marriage, and the new bottle became available just as historic decisions on legalisation of same-sex marriage were made in Ireland and the USA.
Adam Boita, head of marketing, Pernod Ricard UK, said: “Absolut has a rich history of supporting equality and LGBT rights. We encourage retailers to join us in celebrating diversity in a fresh and bold way.
“Absolut’s tailored suite of POS, including shelf barkers and free-standing display units, will help maximise theatre in store. The bottles will also carry a neck collar that offers consumer serve suggestions .”