As in-person connections come back this summer, Absolut has launched Drink Responsibly, #MixResponsibly – a rally cry for fans to boldly broadcast their boundaries and stay conscious that the pandemic is still impacting the world. The brand released a limited edition Absolut Summer Comeback Collection that supports GLAAD with every purchase as part of the brand’s longtime partnership and commitment to accelerating acceptance for the LGBTQ+ community.
The #MixResponsibly collection includes shirts, tanks and bucket hats featuring Absolut Summer Comeback Statements, a series of cheeky statements designed to help anyone broadcast their boundaries this summer, whether mixing a cocktail or with one another. Absolut Summer Comeback Statements were co-created with bold cultural voices like Serena Kerrigan, a notable dating expert who redefined dating during a pandemic and certified “queen of confidence”, and Michaela Jaé (Mj) Rodriguez, an Emmy nominated American singer and actress known for her groundbreaking role in Pose.
A recent survey, conducted by KRC Research on behalf of Absolut, found that over half of adults (56%) have not talked to their friends about their social distance expectations, and among those planning to go on in-person dates, 47% don’t expect to. The survey also found that 71% of American adults spent time in a social setting in the past two weeks, with restaurants being the most popular destination, and 94% of American adults are continuing to practice social distancing in some form, and 62% say they’re social distancing “always” or “often.”
