Absolut Works with Bars to Create Safe Spaces for LGBTQ+ Community as Part of New Allyship Campaign

Absolut is using this year’s Pride Month as an opportunity to expand its support for the LGBTQ+ community, working with Safe Bars to create safe and inclusive spaces in the bar and restaurant sector. 

By launching the platform "Absolut Ally," the alcohol brand hopes to help educate both consumers and business owners about being an ally and creating safe spaces for the LGBTQ+ community.  

"We know the bar for allyship has been raised, and to meet the moment, we have created the Absolut Ally platform. This is an ongoing and future commitment that is taking shape globally to inspire action and education for people and businesses alike,” stated Pam Forbus, the senior vice president and chief marketing officer for Pernod Ricard, North America.

The France-based Pernod Ricard group acquired Absolut in 2008. 

As part of the platform, Absolut has developed the Absolut Allys Trainings program, directed toward establishment owners. A complete training program results in a certification that labels an establishment as “inclusive,” and can be presented on site and on social media. 

Additionally, Absolut will donate a total of $250,000 to the LGBTQ+ nonprofit organization, CenterLink, as part of the newly established Absolut Ally grant program. 

“In the early '80s, Absolut became one the first brands to engage with and represent the LGBTQ+ community. We are incredibly proud of our history and continued track record of supporting and uplifting the LGBTQ+ community,” added Forbus. 

Brands have been increasingly targeted for their public support of the LGBTQ+ community recently.  

While some companies, such as Bud Light and Target, have subtly withdrawn their support in an attempt to avoid controversy, others have pushed their positive stance forward, as seen in the case of The North Face's Pride campaign. 

Absolut’s platform is an example of a brand showing up as an LGBTQ+ ally in various segments, as well as working towards creating inclusive spaces within its industry.