Since its inception in 1879, Absolut has supported diversity and self-expression, which is a key part of the brand’s DNA. The new global campaign launched in June and Absolut Rainbow are the latest demonstrations of Absolut’s long standing support to the LGBT community. The Company has always supported diversity and the right for people to express their true selves, regardless of who they are. Absolut believes in equality and has championed diversity long before most other brands. The Company has actively engaged and supported the LGBT community through unique creative collaborations with artists, charities and high profile personalities.