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 is widely 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 the rainbow 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 that has 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 in supporting 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 people to 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 on the 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 COLORS Cocktail Collection. The book is a stylish guide to colorful drinks " based on the six colors of the rainbow flag..............."""