GLAAD and ABSOLUT VODKA Celebrate 20 Years of Partnership

World's Most Iconic Vodka Reaffirms Pride in the LGBT Community

Richard Ferraro
Director of Communications
(646) 871-8011
ferraro@glaad.org

April 14, 2009

April 14, 2009, New York, NY –The Gay & Lesbian Alliance Against Defamation (GLAAD), the nation's lesbian, gay, bisexual and transgender (LGBT) media advocacy and anti-defamation organization, today thanked ABSOLUT® VODKA for serving as a corporate partner of the organization for 20 years. ABSOLUT VODKA first partnered with GLAAD in 1989 in an effort to bring the brand to the LGBT community. The original partnership has grown to include sponsorship of the GLAAD Media Awards each year since the awards began in 1990. The world's most iconic vodka will again proudly serve as the Los Angeles presenting partner for the 20th Annual GLAAD Media Awards presented by IBM at the Nokia Theatre LA Live on April 18, 2009.

"For twenty years, ABSOLUT has shown the LGBT community that they are a strong ally and supporter through their partnership with GLAAD," said GLAAD President Neil Giuliano. "The partnership has directly funded our media advocacy initiatives and enabled us to reach new audiences across the country to raise awareness about our culture changing work."

"By aligning with GLAAD, we have put a stake in the ground to be inclusive of all consumers," said Jeffrey Moran, Vice President of Public Relations, Event Marketing, Sponsorship and Multicultural Marketing at Pernod Ricard USA. "We pride ourselves in being true when talking to our LGBT consumers. By supporting organizations like GLAAD and their important work, we hope to move towards equality for all people."

In addition to the GLAAD Media Awards, ABSOLUT also presents the "Thank GLAAD It's Friday" national networking series for LGBT young professionals and "Queer Lounge," a program designed to raise visibility of the LGBT community at the Sundance Film Festival through educational panels and events. ABSOLUT VODKA has also sponsored social and networking events for GLAAD donors and members in cities including Chicago, Dallas, Seattle and San Francisco. The company has also been a partner for GLAAD's Chef Invasion series, which brings celebrity chefs to kitchens across the country while raising awareness for GLAAD's programmatic work.

ABSOLUT is one of the earliest major advertisers to participate in LGBT media with ads dating back to 1981. With its sponsorship of LGBT advocacy groups and LGBT themed advertisements, the company remains one of the most consistent marketers to the LGBT community. In 2007, the company received an AdRespect Honor for its inclusive marketing efforts from Commercial Closet Association, which will integrate its programs to advocate for inclusive advertising with those of GLAAD in 2009. 

ABSOLUT VODKA developed a specialty cocktail called ABSOLUT GLAAD to commemorate the anniversary, which will be served at the 20th Annual GLAAD Media Awards.  The recipe for the signature cocktail includes ABSOLUT MANGO and pineapple juice, garnished with a pineapple wedge.

For a Q&A on the 20th anniversary of the partnership and a history of ABSOLUT VODKA's work with GLAAD, please visit www.glaad.org/mediamatters/spring09/corppartners.php