Absolut Rainbow is the latest of Absolut Vodka’s outstanding bottles to push the boundaries of creativity, and is also the winner of Best Bottle in Glass at the World Beverage Innovation Awards.
As 2017 is the 50th anniversary of the decriminalisation of homosexuality in England and Wales, the Absolut Rainbow bottle has been designed to represent Gilbert Baker’s iconic pride flag and includes the quote ‘Taking pride in diversity’ on the back.
From the very beginnings of the brand in the clubs of New York, Absolut and the LGBTQ community have had a strong relationship, and Absolut has championed the community for many years with several beautifully designed limited-edition bottles.
Craig Johnson, Absolut VP of Global Marketing, explains:
“Absolut’s founder L.O. Smith, a pioneer for human rights in his time, established his passion for openness in the brand DNA from our launch in 1879. Over 135 years later, we’ve continued this legacy through numerous programs that support both freedom of expression through the arts, and the freedom to be and love whomever you choose, through working with the LGBTQ community. The Rainbow Edition marks our ongoing commitment as we are including it as a new permanent bottle into our collection.”
The pride flag is depicted in brush strokes, intended to convey a ‘hand-made’ look, in-keeping with the brand’s artistic heritage and tapping into the wider trend for craft spirits. Ardagh Group achieved the design using 100% organic colours.
The brief was to create a flag that feels as if it’s been newly painted onto the bottle. During the design phase,Ardagh collaborated closely with agencies Pond Design and Destrito, and experimentedwith numerous techniques and tools such as brushes, rollers and spray cans; the results show visible, hand-made ‘imperfections’ that signal action, immediacy and involvement.
The vivid colours contrast with the white logo and transparent glass, making the Rainbow bottle a bold, creative and eye-catching feature on the spirits shelf.
Fredrik Kallqvist, Product Development Manager at Ardagh Group, Limmared in Sweden, comments:
“The positioning and colour of the logo and the ‘Taking pride in diversity’ quote were chosen to create optimum stand-out in relation to the flag’s colours. The colours were applied in two separate passages to allow the colours to flow, making the design look totally seamless.”
Both Ardagh Group and Absolut Vodka were thrilled when Absolut Rainbow was awarded Best Bottle in Glass at the World Beverage Innovation Awards which took place at Drinktec 2017 in Munich, Germany on 15 September.
