The new Absolut Drop vodka packaging has been unveiled by the brand just in time for Valentine's Day to help spread the word of inclusive love by utilizing materials that are focused on hate.
The limited-edition vodka bottles are made with recycled glass and feature labels that are made with ink that has been extracted from anti-LGBT and racists signage. This powerful packaging message is reinforced with the word "love" emblazoned in a variety of different languages across the entirety of the bottle to make it an international beacon of inclusive love.
Chris Richards, Head of Marketing at Absolut, explained the new packaging, saying, "We’re proud to have placed the powerful message that love has no borders at the heart of Absolut’s iconic bottle. We’re also delighted to continue our support of the LGBT+ community, continuing our partnership with Stonewall as part of this campaign, but also by proudly showcasing a ‘Take Pride in Diversity’ medallion on the bottle. We know our annual Pride limited edition bottles are collectors’ item for many and with this limited edition, we hope to capture attention for this cause."