Absolut has released a limited-edition bottle to celebrate the one-year anniversary of the same-sex marriage vote on November 15, 2017.
Setting the Absolut ‘Drop of Love’ bottle apart from other limited-edition anniversary releases is the fact that the ink used to print the artwork has been extracted from racist anti-LGBTQ hate signs, collected by Absolut from protests around the world – in their words, “turning hate into love”.
Ink is not the only element that has been repurposed, as the bottle has also been made using 70% recycled glass from previous limited-edition bottles. The design of the bottle features the world love in multiple languages, “expressing that love has no borders”.
“This message is incredibly important to us,” said Eric Thomson, marketing director at Pernod Ricard Australia. “We’re passionate about creating a more open world and we are excited to reveal Absolut Drop; the ultimate expression of this purpose.
“Earlier this year we were proud to partner with Sydney Gay and Lesbian Mardi Gras for their milestone 40th anniversary of the globally renowned festival that is the embodiment of celebration, self-expression and acceptance.
“By bringing people together with a message of love, we can create a sign of solidarity and together drive positive change to create a brighter and more open world.”
Absolut Drop is available in two colourways in a 700ml bottle (RRP $49.99).
