The Power of Absolut’s Evolving LGBTQ+ Marketing Efforts

Today, Absolut is the second most popular imported vodka in the United States.

But it wasn’t always that way.

When Absolut first tried to enter the American market, it had trouble finding a foothold. How was a little-known Swedish brand going to convince Americans to try its product?

Its answer: find the right audience. In 1981, Absolut ran back-cover ads in The Advocate and After Dark, two magazines explicitly targeted towards gay men.

It didn’t stop there. Michel Roux, president of Carillon Importer’s American distribution, commissioned Andy Warhol to paint the Absolut bottle, resulting in a now-iconic ad.

Raising the Bar

Other notable gay artists like Keith Haring and David Spada followed suit. The “Absolut ______” campaign eventually became one of the longest running ad campaigns of all time, lasting over 25 years.

Michael Wilke, founder of the Commercial Closet Association, said Absolut became the “first big brand to commit to and pursue the market” by being “the first continuously present major brand in gay media.” Since then, Absolut has reinforced its initial push to support the LGBTQ+ community by evolving its messaging to suit changing times.

In 2008, it was the first spirits company to add the Pride flag to their bottles in a collaboration with Gilbert Baker, the flag’s original designer. In 2011, it released a series of ads celebrating 30 years of support for the LGBT community. And just last year, it launched an initiative to support the creation of safer and more inclusive spaces for 21+ LGBTQ+ people.

In today’s marketing landscape, when “Pride” campaigns are much more common, Absolut has continued to stand out.  Through sponsorships of shows like RuPaul’s Drag Race and events like One Mighty Weekend and Broadway Bares, it has maintained a reputation as one of the most LGBTQ-friendly brands in the US.