Absolut Vodka Goes All-In: A Rainbow Wave of Events and Inclusion at Pride 2025
Don’t just call it vodka: Absolut once again asserts itself as the driving force of Pride season, joining the LGBTQIA+ community in the streets and lighting up Milan and Rome with bold initiatives that fuse energy, art, and freedom. This year, the commitment doubles: after years as a protagonist in the Lombard capital, the brand also lands in Rome, confirming an ever deeper and more inclusive national presence.
From June 28, 2025, the Absolut float will shake up Milan Pride with its signature style: thundering music, eye-popping performances, and a shower of messages built on one simple truth—diversity is richness, and it’s the meeting of differences that fuels the spirit of Pride. The “Absolut Message Mixer,” designed by CreationDose, isn’t just a float: it’s a traveling stage where every voice joins a larger chorus, emotions and values blending into a powerful, collective message.
In Rome, Absolut debuts with a permanent stand at the Pride Village “Croisette,” June 5–14, offering immersive experiences, creative installations, and activities every evening from 6 pm to 2 am. It’s a space to meet, connect, make an impact, and live Pride as true protagonists.
The Rainbow Bottle: Symbol of Inclusion
At the heart of it all: the iconic Absolut Rainbow Limited Edition bottle, wrapped in the vibrant stripes of Gilbert Baker’s legendary flag—a global symbol of inclusion, peace, and acceptance. Every detail highlights Absolut’s ongoing commitment to freedom of identity and love, as well as concrete support for the Gilbert Baker Foundation, a true engine of LGBTQIA+ rights activism worldwide.
Porta Venezia Goes Rainbow
This year too, Absolut transforms Porta Venezia into a stage for light and color. With the ABSOLUT Rainbow Street project, Via Lecco comes alive with flags, lights, and installations from June 5 through the end of the month. It’s an immersive urban experience: stop by, soak up the neighborhood, and feel part of a barrier-free community—creative cocktails, new faces, and a vibe that recalls the world’s great Pride capitals.
More Than a Campaign: An Authentic Declaration of Love
Since the 1980s, Absolut hasn’t just “sponsored”—it’s taken a stand, telling a story of solidarity and progress. The Rainbow Bottle is not a simple marketing tool: it’s a bold symbol of a struggle the brand lives firsthand, championing a society where everyone feels welcome, seen, and empowered to drive change.
How to Participate and Where to Find the Limited Edition
Everyone can experience Pride with Absolut: look for official event points in the Pride villages, join the parades, stroll down Via Lecco, or get involved in the many social activations. The Absolut Rainbow Limited Edition will be available all June in major stores and participating venues.
