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Absolut partners with Olly Alexander
Pernod Ricard-owned Absolut Vodka has collaborated with singer and actor Olly Alexander to create a limited edition bottle.
The bottle features a mosaic design intended to symbolise ‘the blending together of people from diverse reaches of society to push boundaries and drive positive change’.
The collaboration is part of Absolut’s Born to Mix campaign.
Alongside his music and acting career, Alexander advocates for the LGBTQ community and speaks out about mental health issues.
Alexander said: “As humans, we are so multifaceted – I wanted my design with Absolut to nod to our individuality, but also reflect our diverse human nature.
“I thought a mosaic was a nice way to illustrate how we are all unique but, when we mix together, we have the power to create something beautiful.”
Liam Murphy, brand director at Pernod Ricard UK, commented: “Driving positive change is at the heart of Absolut’s Born to Mix platform and we’re delighted to be delivering yet another facet to this long-running campaign.
“As the UK is Olly’s homeland, we have the exciting additional privilege of being the only market in the world to exclusively feature his signature on the UK bottle, which proudly sits within Absolut’s iconic medallion on the front of the bottle.
“As a brand, we couldn’t wish for a better spokesperson for this campaign, and we know his fans here in the UK will be rushing to get their hands on a piece of personalised, collectable merch from Olly himself.”
Last year, Alexander fronted The Absolut Choir, which spotlighted important causes including body positivity, self-love and equal rights.
A one-litre version of Absolut Mosaik will be available to purchase from Amazon for £30 (US$37). A 700ml bottle will be stocked at Harvey Nichols from tomorrow (16 November).
Parent company Pernod Ricard saw organic sales fall by 2% in the first quarter of fiscal 2024 due to declines in the US and China.
In June, Absolut trialled a paper bottle as part of its plans to become carbon-neutral by 2030.