Pernod Ricard-owned Absolut Vodka continues its ‘Born to Mix’ campaign with singer and actor Olly Alexander, who has interpreted the Swedish vodka label for a limited edition bottle.

Symbolising ‘the blending together of people from diverse reaches of society to push boundaries and drive positive change’, Olly Alexader’s mosaic featured on this limited edition is a reference to the LGBTQ community.

“As humans, we are so multifaceted – I wanted my design with Absolut to nod to our individuality, but also reflect our diverse human nature” explains the artist. “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.”

Mixing is the core element of Absolut’s brand strategy, with the ‘Born to Mix’ campaign as its most obvious manifesto, a long term campaign which includes the NFT-based Seletti x Absolut Born to Mix collaboration launched early this year, together with the disruptive design brand Seletti.

But ‘mixing’ is also the strategic marketing objective behind the global partnership with Sprite. Coca Cola Company and Pernod-Ricard just announced the launch of a ready-to-drink Absolut Vodka & Sprite cocktail, planned to hit shelves in early 2024, firstly in selected European countries including the United Kingdom, the Netherlands, Spain and Germany.