Featuring a standout mosaic design, the bottle symbolises the blending together of people from diverse backgrounds to create a more open world.
Featuring a standout mosaic design, the bottle symbolises the blending together of people from diverse backgrounds to create a more open world.
Absolut is launching a limited-edition bottle, Absolut Mosaik, designed by British singer, songwriter, actor and social activist for inclusivity, Olly Alexander. The mosaic design – where every piece is unique but together creates something of beauty – symbolises the blending together of people from diverse reaches of society to push boundaries and drive positive change.
The new design continues Absolut's annual programme of limited-edition bottles as part of the Born to Mix values designed to break the ice to create a more open world.
Olly, a fearless voice at the forefront of discussions affecting the LGBTQIA+ community and mental health, has redesigned Absolut’s iconic glass bottle, bringing to life what ‘Born to Mix’ means to him. The mosaic design with blue and pink hues represents diversity, serving as a reminder of how colourful the world can be when people embrace each other’s opinions, perspectives and differences.
Olly Alexander (he/him) comments: "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, comments: "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.”
The collaboration with Olly is the latest in an ongoing partnership with Absolut. Last November, the singer fronted The Absolut Choir, which raised the volume on important causes including body positivity, self-love and equal rights. An advocate of creativity and representation in pop culture, Absolut has mixed differences, united ideas and driven inclusivity in culture to create a more open world for over 40 years and this launch shows how these values are still an inherent part of the brand’s DNA. As a brand that champions cultural fluidity, Absolut continues to embrace diverse communities today by giving them a louder, stronger voice and a bigger audience to challenge the status quo and be a catalyst for positive change.
Absolut’s iconic bottle has been interpreted hundreds of times by artists and culture markers and Absolut Mosaik is the latest in this tradition. In the UK, the 1L bottle will be available on Amazon from the 13th November, and the 700ml at Harvey Nichols from the 16th November.