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April 29, 2008

ABSOLUT JOINS THE CELEBRATIONS FOR THE 30th ANNIVERSARY OF THE RAINBOW FLAG WITH A NEW initiative

ABSOLUT COLORS IS A TRIBUTE TO DIVERSITY AND INDIVIDUALITY

ABSOLUT VODKA iswidely recognized as one of the first consumer brands to embrace the lesbian and gay rights movements, with supportive relations to the LGBT community dating back to the early eighties. Now, as therainbow flag, the overarching symbol of the LGBT movement, turns 30, ABSOLUT joins the celebrations with a dedicated initiative, ABSOLUT COLORS.

“ABSOLUT COLORS builds on our history as a brand thathas always encouraged people to be who they are”, says Nina Gillsvik, International Brand Director ABSOLUT at V&S Absolut Spirits. “Almost thirty years ago, when our company decided to do our bit insupporting the rights of the individual, we were considered bold. Today we can look back on those days and that decision with pride. For us, ABSOLUT COLORS is a natural way to continue to inspire peopleto let their true colors shine and be proud of who they are.”

ABSOLUT COLORS will be introduced in May, with the launch of a limited edition package inspired by the rainbow flag where the text onthe bottle carries a message on embracing diversity. Apart from the special edition bottle, the ABSOLUT COLORS initiative will also include a limited edition cocktail book – the ABSOLUT COLORSCocktail Collection. The book is a stylish guide to colorful drinks, based on the six colors of the rainbow flag.

“There are few brands that can honestly say that they have helped to make a difference”,says Gilbert Baker, creator of the rainbow flag. “In my mind, and with my perspective, ABSOLUT can definitely take pride in being one of few that supported lesbian and gay rights in times when supportwas needed. I am glad to see that the support continues and it is my sincere hope that ABSOLUT COLORS will help encourage people to let their true personality shine through.”

In 1978, Gilbert...
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