Vodka brands choose the rainbow

Two of the biggest vodka brands in the Scottish off-trade have launched campaigns supporting LGBT rights, with both brands highlighting that 2017 marks 50 years since the partial decriminalisation of homosexuality in England and Wales.

Absolut vodka has brought back its limited-edition rainbow bottle for the third consecutive year, which parent firm Pernod Ricard said is designed to “support the LGBTQ community and drive sales this summer”. The limited-edition bottle is available from this month in 6x70cl cases with in-store POS available on request.

Smirnoff is also offering its support through a campaign against abuse being posted on social media.
The brand’s #chooselove campaign will see Smirnoff commission illustrators to respond to abusive online messages through art.

Chris Laidlaw, head of Smirnoff Europe said: “We feel that it is our responsibility to help encourage diversity, equality and inclusivity in society.”