Pernod Ricard will release around 1m units of the Absolut Colours pack

Pernod Ricard will release around 1m units of the Absolut Colours pack

Pernod Ricard has started the global roll-out of a rainbow bottle for its Absolut vodka brand, designed to "celebrate Absolut's legacy within the lesbian, gay, bisexual and transsexual (LGBT) community".

The 'Absolut Colours' bottle, for the 70cl original variant, has launched in the UK this week following its release in Germany in April. The pack will eventually be available in 26 markets, including the US, China, India and South Korea.

Around 1m units will launch worldwide.

Where did Absolut rate in Intangible Business' Power 100 earlier this month? Click here

"Absolut has a rich history of supporting equality and LGBT rights," said Adam Boita, head of marketing at Pernod Ricard's UK unit. "Absolut’s tailored suite of POS, including shelf barkers and free-standing display units, will help maximise theatre in store."

In sales results for the nine months to the end of March, released in April, Absolut posted a 1% dip in sales on flat volumes.