The saying goes – you can choose your friends, but not your family. Not in our world. Since the early 80s, Absolut has proudly celebrated the LGBTQIA+ community and played a part in the coming together of Chosen Families in bars, clubs and community gatherings around the globe.
With this campaign and bottle, we want shine the light on all the flavors of family in the places they’ve made home. We wanted to celebrate those special people who see you through the smiles and the tears as we progress through the world. Who you share ideas, secrets, and drinks with. These are the people you create the best memories with. So here’s to the family you choose!